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On the big scale there is little or no difference between us and the mass shopper in Denmark, Venezuela, China or Canada. Zara recorded 56% sales growth, an annual sales turnover of Rs.405 crore through nine existing stores in India, in the 2012-13 financial year.
Fast, funky, stylish, trendy and exciting, with something new to offer every week, stocking everything from separates to casual basics, jackets to layering options—this vocabulary has exhausted and enlivened Zara buffs the world over ever since the brand from Inditex SA first launched in 1975. Industry veterean Alpana Prasad, director of ESSquare, an Indian buying agency which supplies to a classic, ready-to-wear brand from the UK and competes with Zara in world markets, agrees. Inditex founder Ortega, now retired, has famously never given an interview, nor has he paid any star to endorse his brand. With the maiden Future Music Festival Asia happening in 2 days’ time, (almost) the whole KL city is excited. The country, apart from several performer controversies, is action-packed with iconic annual music festivals namely Rainforest World Music Festival (13-15 July 2012) and Borneo Jazz Festival (11-12 May 2012).
With the unpredicted tropical weather in Malaysia, it could be a tad tricky to dress up for a music festival.
There’s no better time to try the underwear-as-outerwear trend than the festival day! A self-confessed shopaholic who wears Zara at least five times a week and goes to Zara stores about thrice a month, she says she finds the brand stylish, comfortable and buzzing with new stock.
Like 23-year-old Ankita Grover, who works for e-commerce website Jaypore as a merchandising assistant. The subject of numerous business case studies globally, Zara thrives in the midst of global fashion by being trendy but never original; yet it always puts out its reproductions before the international catwalk collections make it to the stores.

It all boils down to the brand’s ingenious utilization of store staff everywhere in the world to share customer feedback instantly, helping it cater to fast-selling trends in a short time and simultaneously create a lovable problem of plenty for the buyer.
The brand keeps the media at arm’s length, allowing only select spokespersons to make occasional comments.
The former may need completely reinvented platforms of display, retail and sale to come anywhere near creating a fast-fashion brand and the latter may just have to accept that their creations will remain a niche aspect of fashion buying even in their own country. Expect a blazing hot humid day, unexpected drizzles in between, and sometimes a windy night. We go for a basic black bralet that doesn’t look racy and pair it with a truly fun pair of jeans. Every retail brand here is pushing at the exclusivity factor through brand presence, sponsorships and advertising. This story has echoed earlier in other parts of the world, where Zara beat giant fashion chains like H&M and Topshop, but with apparel brands in India like Shoppers Stop, Westside, Louis Philippe, Allen Solly or ColorPlus barely managing a grip on the tightrope, its success raises new questions on retail competitiveness. Sikka adds that for a single working woman, Zara is worth the money, even if durability is not among the brand’s strong points.
It is now bought voraciously in more than 80 countries in the world, through about 1,800 stores. Zara’s trendiest items are made closest to home in Spain, so that the production process takes only two-three weeks. They invest in technology and fabric development, offering about 500 colours across different styles every year,” says Prasad.
Yet fashion websites all over the world and magazines feature celebrities in Zara alongside the globe’s top trendsetters swathed in luxury brands, elevating its value.

You can basically wear anything on top, and give it the final kick through these eye catching rain boots. Recently, she started 'Sepatu Merah' - a self-designed handmade shoe line dedicated for women. Yet what’s really selling is commonality, with every 12th person having the same satin pyjamas, oversized bags, Oriental print shirts and tweed jackets.
Set to stock ready-to-wear by the handloom-loving designer Aneeth Arora (Pero), who won the first Vogue Fashion Fund award, from next month, Wills Lifestyle, which also sells creations by other Indian designers (usually insipid mini collections), may have to do a lot of process work to compete with Zara. She even got Zara vouchers for her parents on their wedding anniversary, knowing all too well that they would be passed down to her. Indian fashion blogs like High Heel Confidential regularly show celebs in Zara, the most recent being actor Madhuri Dixit in a printed shirt arriving at the International Indian Film Academy awards (Iifa) festival at Macau on 7 July. As will those like Ritu Kumar’s sub-brand Label, which offers good price competitiveness in the ready-to-wear segment. Goyal explains how Inditex outsources manufacturing to countries based on market strength, like beaded and embellished work to India, polyester and other prints to China and tailored stuff to Bangladesh, where labour is cheapest.

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