It is not the first time that Zara, the main brand of the group Inditex, looks for to do a gap inside the luxury and the exclusivity. After the attempt fallido of SRPLS (of the acronyms in English of the term surplus) in 2018, the first collection of Marta Ortega before inheriting the group, this time has been the turn of Atelier. A collection premium composed by 6 pieces that want to claim the craftsmanship and the job of couturier, and that has a price that oscillates the 200 euros of average .
In concrete, treats of 6 dresses with prices that go from the most economic model, 199 euros, going through 3 intermediate designs, of 249 euros, until arriving to the ones of rank higher: 299 euros. The collection finds available in the web page and in shops very selected.
To weigh that they exist until 4 collections more in the heart of the Spanish signature: Origin, Studio, SRPLS and the own campaign; 'Atelier' is all a statement of intentions, but what, also, is the riskiest movement: mark distances with the fast-fashion (little exclusivity, a lot of quantity and an enormous diligence to satisfy to an impatient consumer). This is the second boarding of Zara Atelier in the luxury. The first saw the light to finals of 2021 with another collection capsule of season: 6 coats to a price out of the usual for Zara, between some 300 - 400 euros according to the model.
Of the 'fast fashion' to the 'slow fashion':
Inditex Has not been the only fashionable signature that has bet by a nearer philosophy to the slow fashion. The Swedish group H&M, his main competitor, in the period of the 2000 made collaborations with marks more aspiracionales. One of them was with the house Chanel, offering pieces of high sewing to an affordable price. The result? The pieces exhausted in few hours. This has supposed a turning point for the sector of the luxury and key players like the group LVMH: "The sector of luxury is the only in which it is possible to do margins of luxury", aimed Bernald Arnault, his CEO. Recently, some of his marks like Gucci, Prada or Dior, have made alliances with giants of the sportive fashion as they can be Adidas or Nike.
This approach of the industry of the 'fast fashion' to the luxury is simply, according to the expert in fashion Pau Almar, a commercial strategy to increase the sales: achieve sell a bit more expensive, without making money, for reposicionar the mark and situate it in an echelon by on (upselling).
However, they exist other reasons that go much more there of the own profits and that characterise to the sector of the luxury: use material nobler that the usual, bet by products of atemporales or make thrown short. In definite, bet by models of production and fashionable use more sustainable and respectful with the environment: happen of bestsellers to long sellers.