Zara

Zara is here, as this video of somewhat hysterical shoppers in Sydney today shows. Whether you’re hysterical, trepidatious or completely ignorant, there is little doubt the arrival of Spanish clothing Zara is about to alter the fabric of our style landscape.

Here’s the low-down: Catering to men, women and children, Zara produces, on average, 11,000 distinct items of clothing distributed in 70 countries each year. As the flagship brand of the Inditex group, Zara and its sibling brands boast 5,004 stores with a global turnover of $12.5 billion. Heck, even that sartorial hotspot Kazakhstan now boasts its own Zara outlet.

But, what really marks Zara as an oddity, a stunningly successful oddity, in the clothing world is the way the brand has dramatically shortened the fashion life cycle. Zara’s commercial dexterity to mimic runway fashion and emerging street trends is largely unparalleled, meaning, new looks can make their way from the sketchpad to store shelves in two weeks flat.

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