Zara opens its ‘largest store in Asia’
30/10/2020
The Spanish fast fashion brand, owned by Inditex Group, worked with the local Tsinghua University’s Academy of Arts and Design on the overall look and feel of the store, which features tonal beige and wood as opposed to its typically black-and-white design. Shoppers told local media that this move had rid the store of any “cheapness [often associated with] fast fashion” and instead given it an “artistic atmosphere”, which “greatly” improved their shopping experience.
In line with Inditex’s August 2020 investment of €2.7 billion in digital (of which €1 billion is dedicated to digital channels, with the remaining €1.7 billion given over to investment in channel integration), the new Beijing store has a digital focus.
Multiple interactive product display screens allow shoppers to choose items (currently restricted to bags and shoes, with plans for more categories to be added in the future) to try in-store. Selected products will then be brought out to shoppers to try on in a designated customer waiting area.
The store’s interactive screens are also linked directly to Zara’s official e-commerce website, which can handle online queries or orders of stock not available on-site.
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