Zara disappoints with a messy store, uninspiring product mix and lazy visual merchandising.
- The Dome
Zara does well on separates, with monochrome striped blouses and panelled lightweight coats looking strong for spring. It has a good mix of themes, including Aztec, and apart from Topshop is the only store to really emphasise the pop art trend. Depth in the trends is where Zara falls down, with too few options leaving the product mix feeling slightly underwhelming.
Price points are higher in Zara than some other stores, but that often attests to the quality. Denim ranges from £35.99 to £39.99, but the fabric is heavier than on jeans elsewhere. Eye-catching pieces include a silky playsuit in the Zara Basic range for only £29.99 and a black cotton jumper coated to look like leather at £45.99. Also notable is a 100%-leather coat for £169.00, which is a lot of garment compared with Zara’s rivals’ jackets. However, separates disappoint, including £29.99 blouses that often seem shoddily made.
Despite some effort from the staff, the store was a mess at the time of visiting, with rails of hangers sitting around
on the shopfloor and tables full of items balled up and left all over the place. Fellow shoppers were overheard commenting on the clutter. The lack of merchandising seems almost silly - clusters of three mannequins
dressed in the same outfit just looks lazy. While attention is paid to separating trends, it almost doesn’t matter, as random items are strewn everywhere. It was notable that despite the store being busy, there was nobody queuing up with purchases at the till.