My Favourite Fashion Brand
ZARA
With over 91 million social media followers and 1,830,000 brand searches per month, the multimillion Spanish founded brand, Zara, is renowned all over the world. Zara now has 2,2643 stores strategically located in cities across 96 countries, proving the popularity. Ranging from womens wear, mens wear and children’s wear, Zara also sell a range of home ware.
Zara was founded in 1975 by Amencio Ortega and Rosalia Mera as a family run business which provided low priced look alike versions of popular more expensive apparel. While various other high street fashion brands strive for innovation and variation, Zara provides affordable versions of high end fashion, making it accessible to everyone. This inclusivity has the ability to make shoppers feel socially accepted and as a result, owning fast fashion clothing can be symbolised as being able to keep up with the latest trends or can even give the impression of having the same status as someone who can afford luxury fashion. Fashion lets people freely express themselves and their creativity.
Trend influenced consumption is the main leader of fast fashion. New trends are emerging every week, resulting in the previous trend the week before being forgotten. Brands like Zara are able to offer new designs at low prices. These new styles create excitement for the buyer, and to keep up the store has a turnaround of new stock every two weeks bringing the newest, hottest trends to our high streets straight away.
As great as this is, the turn around in new stock does however contribute to the effects of fast fashion. The fashion industry is one of the top 10 most contributing industries to global warming and sadly continuing like the industry started out is going to be detrimental to the planet as well as our futures. On the road to being more environmentally friendly, Zara set up ‘Join Life’ in 2016 as an ongoing collection that the brand markets as its sustainable range. ‘Join Life’ represents “a process of continuous improvement, always questioning what we should do to move towards a more sustainable model”.