Why Zara isn’t coming to a mall near you
Do Americans not fit in Zara’s clothing?
If you love Zara, good for you — join the crowd. But if you live outside New York or Los Angeles in another American city and you’re hoping the European store will be making its debut in a store near you, don’t hold your breath.
According to the New York Times, the Spanish retailer shares that they have no plans to appear in shopping malls across the country any time soon because — wait for it — we, as Americans, “don’t fit into the clothes.”
In an interview with the Times, Columbia Business School professor Nelson Fraiman explains why he thinks its not going to happen. ”Zara to me is a European store for European style; its very fashion forward. And what is the problem in America? They don’t fit in the clothes. So, why do it? Having to make larger sizes makes production so much more complex.” Ouch.
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In the same story, another Spanish marketing professional, Jose Luis Nueno further explains the reasoning behind it. “Everyone who has gone [to the United States] has struggled,” he says. “The U.S. is really complex because its about putting stores in shopping malls in the middle of nowhere.”
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So OK, we may not be seeing Zara stores in small town shopping malls anytime soon, but we think the reasoning behind it is a little harsh.
Tell us: Do you think Zara should expand to smaller U.S. cities?
Bing: Zara USA
Photo: Courtesy Zara
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