That denim dress, the blue and white coat, those buckled ankle boots. Whatever the season, there’s always a standout sellout Zara piece to go with it. This summer, one of the hottest on record in the UK, it’s Zara’s white linen dress that reigns supreme. Barely a day goes by that you don’t see someone on the tube in said dress. You might think that the popularity of such items would damage Zara’s popularity, but it seems the opposite is the case. In fact, I bought the linen dress 2.0 (the belted version), just last week. You see, it isn’t by chance that we keep finding ourselves in Zara making yet another purchase, but a savvy business model unlike any other on our high street.
Founded by husband and wife team Amancio Ortega and Rosalía Mera in 1975 in A Coruna, a small town on Spain’s Northwest coast, Zara is now part of Inditex, the biggest fashion group in the world and owners of Bershka, Massimo Dutti, and Uterqüe.
The brand’s USP? High end design at high street prices. Unlike many fast fashion brands that have moved production to Asia, the majority of Zara’s pieces are made closer to where they’re sold so new styles can be turned around in rapid time. Not only can Zara interpret catwalk trends in a matter of weeks, they can just as quickly make product based on social media trends, customer demand, and even the weather patterns. Case in point: this summer’s ever growing array of linen pieces.
While traditional fashion brands create collections on a seasonal basis, say four a year, Zara’s adaptable approach means they drop new product on a weekly basis. These smaller but more frequent runs creates a sense of urgency, and therefore increased covetablitly. Products sell out quick and they create that classic feeling of wanting something you can’t have amongst shoppers.
Their marketing strategy is pretty unique too. While they may count a whole host of celebrities - from Kate Middleton to Alexa Chung - as fans, they don’t work with A-list models or focus on catwalk collaborations like their competitors H&M and Topshop. Instead they’re all about creating a superior shopping experience which prioritises prime location and a glossy aesthetic in store, and a sleek experience via their e-commerce site.
This doesn’t mean they don’t rely on social media coverage. Zara’s fast fashion model is perfectly suited to the Instagram age where hauls and new #ootd pics are prioritised over investment pieces and rewearing items. It seems, despite the sea change around sustainability and a burgeoning ‘slow fashion’ movement, Zara’s cult appeal is yet to fade.
And you only need to look at the numbers to see this in black and white. Zara now have 2,200 stores in 96 countries, and according to Forbes the brand is ranked the 45th most valuable in the world and worth a whopping $13 billion. If it continues to keep rolling out ‘it’ pieces, we can’t imagine this will be slowing down anytime soon.
9 fashion labels Zara addicts will love...
SHOP: The Affordable Brands That Zara Addicts Will Love
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1 of 19Aligne
Launching during a pandemic is challenging enough, but standing out in a crowded market of affordably-priced brands makes this line built on clever interpretations of wardrobe classics a champion. No doubt the knit vests, quilted coats and wear-forever dresses will be top of your autumn wish lists.Great for: those who like their styling staples with a twist.
2 of 19Aligne, Erika Teddy Sleeveless Cape, £175
3 of 19Aligne, Eden Drawstring Dress, £89
4 of 19House of Sunny
Since gaining cult status amongst the Instagram elite, House of Sunny has nailed the fun-but-sexy brief. Its popularity has been only heightened through their limited runs of collections, and pre-order system, making their anti-fast fashion case. The infamous Hockney dress is adored by influencers of all ages, including Grece Ghanem and Kendall Jenner, and each drop very quickly sells out. Vogue referred to getting one's hands on the Hockney dress like being a member of a cult.For the latest collection, On The Road-Again, we're treated to a long-sleeve version of the Hockney, as well as towelling romper suits in parma-violet shades of lilac and the HOS take on a retro tracksuit. Dreamy. Great for: the TikTok crowd.
5 of 19House of Sunny, Cosmo (Forever & Ever) Overcoat Brown, £250
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6 of 19Sister Jane
Maximalists will already be well- acquainted with Sister Jane, the London-based label combining vintage flair with limited-edition runs to create clothes that will be future collectibles (just ask Selena Gomez). Its party dresses are superlative and, for winter, our eye is on the Cosmic Dust minidress and the Solar Sequin maxi – both guaranteed to mean all eyes are on you. Great for: dress enthusiasts with a strong sense of nostalgia.
7 of 19Sister Jane, Solar Sequin Maxi Dress, £98
8 of 19Gestuz
The speed-dial to Scandi style, Gestuz isn't new on the block (launching back in 2008) but it's a cool-girl favourite. Less in your face than Ganni's punchy offerings, the Danish brand concentrates on versatile separates with an edge. Even better: the collections – from oversized suits to elevated knits – are made up of 65% sustainable materials.Great for: Skandi style loyalists.
9 of 19Gestuz, Dilenkagz Jumpsuit, £160
10 of 19Gestuz, Luellagz Dress, £168
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11 of 19Sleeper
If you see a woman wearing a pair of feathered pyjamas – on the street – then they're probably from Sleeper, the Ukrainian brand responsible for the nightwear as daywear movement. As well as doing a brisk trade in slippers and what it calls 'athpleasure', its new-season offering includes cardigans with detachable feather cuffs, shearling-lined clogs and spangled co-ords with fancy flares. Eva Chen, Joan Smalls and Lena Dunham are fans. Great for: those looking to dial up the 'out out' glam and hold on to comfort.
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12 of 19Sleeper, Matilda Shearling Clogs in Brown, £213
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13 of 19Sleeper, Knitted Cardigan With Detachable Feathers In Lilac, £143
14 of 19Neon Rose
The brand to head to for good vibes and vigour. Run by couple Amy and Sanjeev Kumar, this independent- and woman-owned Manchester label gives good retro-inspired Scandi dresses and separates in a palette of sherbet pastels and triple XL collars. Its latest collection Retro Revival quenches our thirst for '70s patterns in apple green and candyfloss pink. Highlights include an all-over floral flared two-piece and flower-print quilted jacket that any self- respecting fan of housecoats would be proud to wear.Great for: romantic, eternal optimist types who want to wear a bit of summer, all year long.
15 of 19Neon Rose, Maisie Zebra Shacket, £40
16 of 19Neon Rose, Joni Midi Dress With Collar, £35
17 of 19Omnes
Quietly growing their loyal fanbase, this eco-conscious brand develops designs from their London studio, manufacturing pieces that use fabric producers approved by environmental groups. Head to Omnes for silky slips, in colour of the season 'Ultra Violet', as well as easy to wear everyday pieces in checks, florals and prints-a-plenty. Our top picks include a nifty little gingham two piece made from biodegradable cotton. Our new workwear uniform.Great for: fashion lovers wary of big global brands and greenwashing.
18 of 19Omnes, Marta High-Rise Straight Jeans In Indigo, £55
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