Even a fast-fashion giant such as Zara was affected by the post-COVID crisis. Zara closed between 1200 stores all over the world, due to the 44% sales drop (around 409 million euros). A tough decision that still left some hope because they still guaranteed a relocation. Index will bet everything on their bigger stores as well their e-commerce. After this decision they will re-open 450 stores and invest in their online sales, that increased by 50%. More consumers learned that shopping online can be a nice experience, you can buy anything you want from the comfort of your home, without facing the crowd, the weather, face masks and the rush of trying on things.
The same “homely” approach used for the new Zara SS20 Campaign. Plus, shopping online has two more benefits: free shipping and a refund in case you’re not satisfied with your purchase. A strategy that works well in most cases, bringing a conspicuous increase in sales.
But sometimes, things didn’t work like that. Zara’s competitor, H&M had to close only in Italy 8 stores. Many consumers started to prefer vintage, sustainable and evergreen brands rather than fast-fashion. Is this the end of fast fashion or we’re getting closer to digital consumerism? Even the Italian Maison Bulgari decided to launch a new digital experience all about high fashion jewellery.
But sometimes, things didn’t work like that. Zara’s competitor, H&M had to close only in Italy 8 stores. Many consumers started to prefer vintage, sustainable and evergreen brands rather than fast-fashion. Is this the end of fast fashion or we’re getting closer to digital consumerism? Even the Italian Maison Bulgari decided to launch a new digital experience all about high fashion jewellery.
But sometimes, things didn’t work like that. Zara’s competitor, H&M had to close only in Italy 8 stores. Many consumers started to prefer vintage, sustainable and evergreen brands rather than fast-fashion. Is this the end of fast fashion or we’re getting closer to digital consumerism? Even the Italian Maison Bulgari decided to launch a new digital experience all about high fashion jewellery.
