Why we love Zara
The brand's success here spells new and befuddling challenges for ready-to-wear Indian fashion
Just when the word “boom" has begun to sound believable in the context of India’s fashion industry, the soaring success of Zara, the world’s biggest symbol of industrial fashion, proves how polarized India is as a shopping republic. It turns the competitive game of ready-to-wear retail into a foxing ball game. Every retail brand here is pushing at the exclusivity factor through brand presence, sponsorships and advertising. Yet what’s really selling is commonality, with every 12th person having the same satin pyjamas, oversized bags, Oriental print shirts and tweed jackets.