BUSINESS OF FASHION: INTRODUCING LEFTIES, AN AFFORDABLE SISTER BRAND TO ZARA
Spanish based retailer Inditex has re-branded Zara’s sister store, Lefties, and is ready to launch with redesigned stores and logos. Initially, Lefties carried out as an outlet for last season Zara ensembles. In the process of reinventing its brand image, Lefties began building up its reputation for being a budget-friendly brand and new store concept. With large retailers such as Forever 21 and H&M dominating the affordable retail scene, Zara is calculated to be above the normal pay grade – where consumers view Zara as a spoil line – and not as an affordable multi-fast-chain retailer.
Lefties has been promoting feasible rates to compete against fast retail chains such as H&M or Forever 21. Inditex founded the twenty-two year old chain back in 1993. Inditex has every intention to reduce the number of Zara stores in Spain (from 514 to 469) while continually opening new Lefties locations. Up until now, the only brick and mortar stores are currently in Spain and Portugal. Since cleaning up their act, the most recent concept store opening last September in a shopping center in Marineda City, in A Coruña.
With desires to be a full-fledged brand, there is only hope of a U.S launch in the near future. Adjustments to their collections and launch of its online page, only has lookbooks with pricing included so far. We hope a working e-commerce page is well on the way.