Zara Lost in Translation

With the queues outside the newly opened Zara looking set to spend another weekend snaking around Melbourne’s Bourke Street Mall, I had to pick my time carefully. So, sacrificing my Friday night for the sake of fashion, I braved the crowds to see if all the fuss is really justified.

Being familiar with Zara stores in the UK I have been eagerly awaiting the arrival of the brand in Australia just not quite enough to queue to see it. The shop after all will still be here in a few weeks time when the novelty and the crowds have worn down and, given Zara’s fast turn-around of stock, there’ll be shiny new offerings on the shop floor that haven’t been trampled by the masses.

As a high street brand in Europe, Zara is a cut above. Whilst offering trend led fashion at affordable price points its designs promise clean, sophisticated lines that appeal to women aged from 20 to fashionable 50 year olds. It does a great line in basics making it the perfect place for work wear and also a one stop shop for constructing the ultimate capsule wardrobe.

Another great thing about Zara is the quality of its products. Yes it is fast fashion for the mass market but its pieces will last long after the trends have passed. Its tailoring is wonderfully sophisticated for the market level and its leather, sheepskins and coats, though they may come with a slightly higher price tag, are well worth the investment.

It’s no wonder then that Melburnians should be so excited at the prospect of Zara’s arrival, it promises everything that is lacking from the Australian high street. There’s always the fear however, that the restrictions and tastes of a new market will impact on what a brand will offer and from what I can tell so far, that seems to be the case with Zara. The magic seems to have been lost in translation.

With mens, womens and childrenswear spread over three floors the potential is incredible. Its clean layout and vast floor space also mean it’ll be a dream to navigate once the throng begins to wane. What will be left however, once the hype has quietened is just another range of shapeless, listless garments with little to set them apart from the rest of the Australian high street market.

As a plus point though, the prices are low. I’d say they’re even lower than their retail prices in the UK where prices generally are much better value than here, which is great for driving competition and for the fashionable consumer.

Style however, is the key word so keep it in mind when scouring Zara for a bargain. Its doors may be newly opened but it won’t be the foreseeable future that they’ll be closing. From this first look Zara needs time to her feet on foreign shores and as a fashion commentator and fashion lover, I can’t wait until she does.