Inditex’s Zara looks to bridge the divide between offline and online
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Inditex’s Zara looks to bridge the divide between offline and online

Zara, the flagship luxury brand of fast fashion expert Inditex, is looking to blur the lines between traditional and modern shopping experiences. Last month, the brand’s flagship store in London reopened, featuring a wide selection of digital aids to improve customer experience and streamline shopping. Inditex has long been a leader in bridging the digital and brick-and-mortar gap – and this last push forward is a direct reaction to lagging mobile traffic in the UK.

Inditex’s share price has risen by 19% over the past three months

graph 0606 zara

SOURCE: Yahoo Finance

Perhaps the most prominent – and impressive – new piece of technology can be found in the changing rooms. Zara has installed RFID smart mirror technology, allowing users to “activate a hologram version of themselves that recommends real-time styling ideas”. This is new, but not exclusively so – the tech builds upon Zara’s previous work in virtual reality, including its AR app (launched this spring) which lets users generate “virtual models wearing shoppable looks” on their smart phone and tablet screens.

Smart mirrors are just the beginning, though. As has often been the case with Inditex, a significant amount of the work being done is “behind the scenes”, designed to streamline the shopping experience. To this end, Zara has debuted a range of technology geared towards enabling greater in-store efficiency – including iPads to streamline point of sale activities. The store also has space to hold 2,000 packages ordered online, and picked up in person.

Inditex’s CEO, Pablo Isla, wrote in a May statement: “In recent years, we have invested in both the most advanced technology and optimized our stores for this aim. Our business model combines stores and digital seamlessly, and we are ready for the opportunities that this brings with current and new customers.”

Disclosure

Dominion holds Inditex in its Global Trends Luxury Fund.


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