Zara zooms into Delhi

Fast fashion retailer Zara opened its first outlet in India at Select Citywalk Mall, Delhi, on May 28.

The store is spread over an area of 16,000 sq. ft. Zara is the flagship chain store of the Inditex Group. The brand needs just two weeks to develop a new product and get it to stores, compared to a six-month industry average. It launches around 10,000 new designs each year. Zara has resisted the industry-wide trend towards transferring fast fashion production to low-cost countries. Perhaps it’s most unusual strategy is its policy of zero advertising; the company prefers to invest a percentage of revenues in opening new stores instead.

The high street fashion store offers from classic to trendy and upmarket outfits in women’s wear, men’s wear and kids’ wear sections. The prices range from Rs 345 to Rs 8,000. According to Jesus Echevarria Hernandez, chief communication officer of Inditex Group they plan to change the collections twice a week depending on the demand. The store staff will take note of what customers are looking for and it will be replenished based on their demands.

Trent Ltd, a Tata group company, has a joint venture with the Inditex Group and has brought the brand to India. According to the agreement, Inditex would hold 51 per cent while Trent would hold a 49 per cent stake in the joint venture company. Trent is already engaged in the business of retailing with its two formats Westside and Star India Bazaar. Westside, is one of India's fastest growing chains of retail stores that provides high quality products at affordable prices.