Inditex-owned fast-fashion retailer Zara has opened what it dubbed a new-style Asia flagship store in the eastern Chinese city of Nanjing.
The Spanish company has put in place more digital integration and spaces designed to encourage shoppers to spend more time in-store, with the new features to be trialled in China before it decides whether to expand them to other markets.
The need to revitalise Zara’s retail network has been particularly apparent in China. Multinational brands targeting the country’s middle-class consumers have been squeezed by a broader spending slowdown as well as increased competition from local brands with nimble domestic supply chains and strong digital presences.
At 2,500sq m spanning two floors, the Zara store in Nanjing’s central business district of Xinjiekou includes a salon for private shopping experiences, complete with a lounge area and personal change rooms.
