Zara opens first South African store

Spanish fashion brand Zara is debuting today its first South African store in Sandton City Shopping Centre, Johannesburg.

Spread over more than 2600sqm, the store displays men’s, women’s and kids collections offering South African shoppers the same fashion range as Zara offers the rest of the world.

“Zara brings a differentiation because it’s Spanish and adds some of the European flair. Its offering is very different from what we’ve had in South Africa. Their use of different materials and manufacturers brings to the shopper an alternate choice,” said Mel Urdang, director at Liberty Properties, owner of Sandton City Shopping Centre.

Zara joins other 57 retailers from UK, Australia and Europe which will occupy at the refurbished and expanded Sandton City Shopping Centre.

By choosing to enter South African market via corporate store route instead of franchising, the brand will be offering products at reasonable price point, helping attract more customers.

The entry of international retailers like Zara warns spells rising competition for local players.

“Increased competition from our existing competitors or new entrants to the market could result in lower prices and margins, or a decrease in our market share,” said Edcon, Edgars and Jet owner.

However, Urdang assured that international retailers give good impact among South African retailers whom Urdang described as “phenomenal retailers who can stand their ground”.

“What Zara’s entry does do, though, is up the game and give local players the extra nudge and push,” Urdang said.

South Africa is the 80th country where Zara has planted its flag.

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