Are you prepared to walk the talk? (parte II)
Sintomas da evolução estratégica da Zara em "Zara's wedding crashers mark its rise as couturier to the rich and famous" publicado no passado Sábado no FT:
"The wedding of Ricardo Gómez-Acebo Botin, a nephew of Banco Santander chair Ana Botin, was a high society affair outside Madrid this month, attracting gushing Elle magazine coverage of guests' flower-topped hats, swishy capes - and the fact some people wore Zara.
So noteworthy was the presence of two "inspiring looks" from the Spanish brand, costing €129 and €36, that it became headline news.
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Although it still sells basics such as T-shirts, Zara has tried to differentiate itself from Sweden's H&M and escape the tag of disposable "fast fashion" by becoming a designer of stylish partywear.
Last year American singer Selena Gomer wore a €150 electric blue Zara suit to Britney Spears' wedding. Inditex's sales reflect the shift.
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"But we are always striving to improve quality, style and design, and we want to make room for nonconformnism in our fashion. That's never changed," he told the Financial Times at Inditex headquarters in Arteixo.
Patricia Cifuentes, analyst at Bestinver, said: "They have repositioned themselves slightly upwards to reach the events arena. In the past in Spain you could never wear Zara to a wedding. But now with all the influencers and celebrities wearing Zara you can. Inditex has reinforced the idea that Zara sells fashion."
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