Bad, bad Zara...

Zara Milano

Do you remember the time when you could afford something from Zara for 20EUR?

Before 2-3 months, it was opened the first Zara in Australia. Australians do not had an awareness of High Street. But why does Zara promotes the High Street? Zara has acted as the Niche perfumes, no commercials, their windows are their advertisements and campaigns, in other words, you are the one that reveals brand and come up with them. From a house that started as a low-budget fashion, proclaims itself as something high, but the question is high what? For doing something like this, of course, there are socio-cultural reasons. Article on a website had a similar theme, but not enough arguments. Those who came up with the idea, that they could do rip-off of Haute Couture had a great vision in head and it's probably one of the best moves that the House did. I am sure that Marta Ortega, when her father leave her the imperium, will count the hundreds of billions of dollars. Why does the socio-cultural reasons? Its concept, Zara connects high and low / medium / high middle class. ''Anyone who has a money'' is very likely to go to the Bespoke or Haute Couture shops, but those who want high fashion, but can not afford it, will go in - Zara! That is the point of contact between the layers. The rest are all the fashion reasons. Before they had even TRF by Zara or Zara Kids, if you enter the store, you will see the division based on styles, in one of the shops you'll find pieces of clothing which, by their very nature and design belong to the high fashion, the second part you will find clothes that is the part of the High Street. So, Zara's timeline went like this, low-budget fashion clothes that fit the step up from H & M to the low budget Haute Couture and High Street. But do not misunderstand, they do not offer all of the above because they can't be either high fashion or high street. They eventually offered an exquisite design of Prada, Burberry, Diesel, D&G, Miu Miu at an affordable price. They cannot be Haute or High primarily due to the philosophy of production, and that is cheap labor with cheap materials (Bulgaria, Turkey, Portugal), all products are made in factory, and first of all they don't have their own fashion shows (for now). But, of course, there is one but in this whole story, what Zara started to work last year with the opening of stores in the center of the world's cities with large logo, going to the Australian region, to promote themselves as a brand. It is now very popular to have something from Zara because it offers fashion clothing at affordable prices, but Zara itself becomes clothing brand, and not low budget company. In the past two years, prices have risen 20% -30%, and material quality has improved for a small precentage, they are continuing to use a very similar materials as before, so the price increase is unjustified because it still uses elastane, inexpensive cotton, viscose fiber for jackets etc. Another argument confirming that Zara becomes very high brand is that they recorded its own advertising spot. Have their own editorial which promotes its new collection, which hadn't been done before. Of course, they are clever, because Zara is on its high point than ever, sales will not be until after the Christmas because it makes no sense to do so because of our consumerist mentality.Zara will always be and always will have its own clientele, probably until the moment when they do not go overboard, and it will be a fantastic alternative for clothing and footwear, and so for me.As for Zara's perfume, I need to look back on them:) Rather invest in a right thing even though it smells nice  :D

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Sjećate se vremena kada je Zara otvorila prvi dućan u Hrvatskoj? U Avenue Mallu...tada ste mogli pronaći pulovere za 150kn, zimske, i to mješavina pamuka i svilenih vlakana, evo ga ovdje...stoji u ormaru, malo ocufan, ali stoji i dalje.

 (izvor: she.hr)

Prije 2-3 mjeseca, otvorena je prva Zara u Australiji. Australci inače nisu imali baš svijest o High Streetu. Ali zašto se Zara uopće promovira kao High Street?  Zara je djelovala kao i Niche parfemi, bez reklama, njihovi izlozi su njihove reklame i kampanje, drugim riječima, Vi ste ti koji otkrivate brand i dolazite do njih. Ali više to nije tako. Od jedne kuće koja je počela kao low-budget fashion, samu sebe proklamira kao nešto High, ali pitanje je High čega. Za to naravno postoje socio-kulturni razlozi. Članak na jednom portalu je imao sličnu temu, no nedovoljno argumenata. Onaj tko se sjetio da bi mogli raditi rip-off Haute Couture-a imao je odličnu viziju u glavi i to je vjerojatno jedan od boljih poteza koji je ta kuća napravila. Siguran sam da će Marta Ortega, kada joj otac prepusti nasljedstvo, dobit brojati u stotinama milijarda dolara. Zašto sociokulturni razlozi? Svojim konceptom, Zara povezuje visoki i niži/srednji/visoki srednji sloj. Onaj tko ''ima'', vrlo vjerojatno će ići u Bespoke ili Haute Couture trgovine, no oni, koji su željni visoke mode, a ne mogu si to priuštiti, otići će u - Zaru! To je ta točka dodira između slojeva. Ostalo su sve modni razlozi. Prije nisu imali ni TRF by Zara, niti Zara Kids, a ako uđete u trgovinu, vidjet ćete podjelu po stilovima, u jednom dijelu trgovine pronaći ćete komade odjeće koji bi po svojoj prirodi i dizajnu spadali u Visoku modu, u drugom dijelu ćete pronaći odjeću koja je High Street. Dakle, Zarin put je išao ovako, low-budget fashion clothes koji je stao na stepenicu više od H&M-a, do low budget Haute Couture i High Street. Ali nemojte pogrešno shvatiti, oni ne nude ništa od navedenog jer oni ne mogu biti ni Visoka moda ni Visoka ulica. Oni na kraju nude izvrstan dizajn Prade, Burberrya, Diesela, D&G, Miu Miu po pristupačnoj cijeni. Ne mogu biti ništa od navedenog prije svega zbog filozofije proizvodnje, a to je jeftina radna snaga s jeftinim materijalom (Bugarska, Turska, Portugal), sve se proizvodi tvornički, a prije svega što nemaju svoje modne revije. Ali, naravno, postoji jedan ali, ono što su počeli raditi posljednjih godina s otvaranjem dućana u centru svjetskih gradova s velikim logom, prošitenje na australsku regiju, promoviraju sebe u jedan brand. Sada je iznimno popularno imati nešto iz Zare jer nudi fashion odjeću po pristupačnoj cijeni, ali Zara sama po sebi postaje odjevni brand, a ne više low budget. U posljednjih dvije godine, cijene su narasle 20%-30%, a kvaliteta materijala se poboljšala minimalno, i dalje se koriste vrlo vrlo slični materijali, stoga taj rast cijena je neopravdan jer se i dalje koristi elastan, jeftin pamuk, viskozna vlakna sa sakoe itd. Još jedan argument koji potvrđuje da Zara postaje vrlo visoki brand jest da su snimili i vlastiti reklamni spot. Imaju svoj editorijal gdje promoviraju svoje nove kolekcije, a to nisu nikada prije učinili. Naravno, to su pametno napravili jer Zara je prometnija no ikad, sniženja će biti tek nakon Božića jer nema smisla da se u Hrvatskoj to napravi ranije zbog našeg konzumerističkog mentaliteta. 

Zara će uvijek biti Zara i uvijek će imati svoju klijentelu, vjerojatno do onog trena do kad ne pretjeraju, i bit će fantastična alternativa za modnu odjeću i obuću, pa tako i za mene. 

A što se tiče Zarinih parfema, da se osvrnem i na njih :) Radije uložite malo više u pravu stvar iako lijepo miriše :D

Zarina kampanja... link za video!

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pictures: zara.com

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