Zara is going digital

Zara, world’s biggest fashion retailer, will start to sell its clothes online next year. It is one of the last big fashion chains to sell through the Internet. The thought of selling Zara brand clothes online came at a time of declining retail sales in Spain. Spain, where Zara was founded, has been hit significantly harder by the downturn than any other European countries. Therefore the launch of online selling is an important strategic step for Zara. As there is a unique difference in the assortments of the stores in different countries, this progression in e-commerce makes it possible for customers to buy clothes tailored to other local trends and cultural differences.


Valérie Ipskamps