Tomorrow April 8 opens (finally) the Zara store that has been hype the last months. 7,700 square meters and four floors in the refurbished España building that bring the latest technology and attention to detail that embellishes the clothes. We get to know its secrets for the first time from Gonzalo Pita Castro, head of communication and Institutional Relations at Inditex. And one thing is clear to us, it exceeds expectations.
“The brand wants the customer experience to be agile, complete and fast”, Pita emphasizes. And that is breathed in every corner.
The large number of technological services intended for this purpose is striking. The new fashion Zara incorporates the possibility of paying without going through the checkout, returning at specific points, reserving an appointment in the fitting room, finding the exact location of products in the store and trying on makeup virtually. These services work through QR codes that you scan with your mobile phone and Zara’s ability to have all products traced with antennas.
Something that may seem complicated for people who are not very technological, which is why, as Gonzalo explains, they also offer the possibility of buying in a more traditional way. “We avoid non-sustainable paper versions first, but we do offer them.”
Zara has developed a concept designed to give more autonomy to the customer and worked thoroughly on the experience concept. Another thing that draws attention and differentiates this Zara from others is that it promotes assisted sales. Inside the store there are different sections organized like a showroom with only one item of each product. In them, Zara staff deals with serving the consumer. When you want to buy something, they bring it from a store located nearby. “This quick view removes what you have to look for and reduces waiting times”, assures Pita.
Thus, we find show room of Athletic, the sports section of the firm that Gonzalo assures is his big bet. This section is being expanded over time to add more disciplines. The last one has been yoga. And they offer everything from clothing to footwear and accessories such as mats and bottles.
Following this structure are also the accessories and lingerie section. This last one is the first time that it is shown in a physical way in the whole world. And his corner it’s a pass Also has packaging own self. bags beige and tissue paper to wrap the pieces. Similarly, the beauty zone has a make-up artist who works by appointment to advise clients.
The feeling is of visiting a luxury store, something that enhances the customer experience.
Regarding the decoration, we perceive it as very spacious and full of warm details. The Zara architecture studio has designed a store in which the escalators are the main axis around which everything revolves and has been able to provide warmth with resources such as rugs and many neutral tones. As an interesting fact, the roof is made of recycled material. And it is that Zara has also wanted to give importance to sustainability when designing its new store.
As Gonzalo explains, it is one of the largest Zara stores in the world and, together with Stradivarius, which also opens tomorrow in the same building, has a gross area of 9,000 square metres.
exist collection points for used garments for reuse or recycling and also points to collect order boxes on-line. Something that is in line with the possibility offered by Zara for online purchases in Madrid and Galicia. The store offers the possibility of opting for a previously used box to be more efficient in resource management.
The textile group intends to replicate this type of store in Dubai and Japan.
Photos | trends