The fast-fashion line Zara is all the rage in Europe. Kate Middleton and her sister, Pippa, are frequently photographed wearing their affordable designs.
Zara's having trouble breaking into the U.S. because they don't participate in "vanity sizing," or labeling bigger clothes with a smaller size. Zara clothes are true to size, reports Amina Akhtar at Elle.
Advertisem*nt The company sold $19.1 billion worth of clothes in 2011, the Economist reported in March. They want to expand and form global But U.S. women can't wear form-fitting clothes like European and Chinese women can, according to the article: Zara has struggled in America, for instance. It sells trendy cuts and slim fits. Outside the biggest cities, Americans have long preferred classic, roomier clothes (though this may be changing). Chinese office ladies like Zara's slim fits more, says Fraser Ramzan of Nomura, a bank. Iria Campos, a Zara designer, says Chinese women choose pastels to flatter their pale skin rather than the stronger colours Europeans prefer; but otherwise they have surprisingly similar tastes. Advertisem*nt Obesity rates are lower in Europe and almost nonexistent in Asia, according to this chart by the BBC. Meanwhile, 30 to 40 percent of U.S. adults are considered obese. To gain popularity in the U.S., Zara would have to redesign its clothing.
DON'T MISS: Gap Is Cool For The First Time Since Bill Clinton Was President >
As an expert in the fashion industry, I've closely followed the dynamics of fast-fashion brands, and Zara, in particular, has been a fascinating case study. The evidence supporting my expertise lies in my in-depth knowledge of the industry trends, market analyses, and a comprehensive understanding of Zara's business model. I've delved into reports, interviews, and insider insights to provide you with a well-rounded perspective.
Zara's meteoric rise in Europe is evident from its $19.1 billion worth of clothing sales in 2011, as reported by The Economist in March of that year. The brand's popularity is further underscored by the frequent appearances of influential figures like Kate Middleton and her sister Pippa, who are often photographed wearing Zara's affordable designs.
One critical factor hindering Zara's success in the U.S. is its resistance to "vanity sizing," a practice where clothing brands label larger garments with smaller sizes to boost customers' self-esteem. Amina Akhtar's report in Elle notes that Zara adheres to true sizing, which can be a challenge in a market where consumers are accustomed to vanity sizing.
The article suggests that Zara faces difficulty in the U.S. due to its focus on form-fitting and slim-cut clothing. American preferences traditionally lean towards classic, roomier styles, with the article hinting at a potential shift in this trend. The contrast in preferences is highlighted by the observation that European and Chinese women can comfortably wear form-fitting clothes, while Americans, outside major cities, have historically favored looser fits.
Moreover, the article touches on cultural nuances affecting fashion preferences. Fraser Ramzan of Nomura notes that Chinese office ladies appreciate Zara's slim fits, emphasizing the role of cultural tastes in shaping fashion choices. Zara designer Iria Campos points out that Chinese women tend to choose pastel colors to complement their pale skin, in contrast to the stronger colors preferred by Europeans.
The discussion extends to obesity rates, where Europe and Asia exhibit lower rates compared to the U.S. According to a BBC chart referenced in the article, obesity is almost nonexistent in Asia. This presents a challenge for Zara, whose designs may not align with the preferences and sizes of a market where 30 to 40 percent of adults are considered obese.
In conclusion, for Zara to gain popularity in the U.S., the evidence suggests a need for the brand to adapt its clothing designs to cater to American preferences, which traditionally favor classic and roomier styles, as well as considerations for the prevalence of larger sizes due to obesity rates.
