Slash
Taking It To The Screens: Discount Clothier Zara Goes Online

In 2010 it's not enough to just take your message to the streets, you've also got to take it to your customer's screen.

Laura Feinstein
Laura Feinstein on January 21, 2010. @Whatsherrrface

While many large department and fast fashion stores have begun to downsize, one company has decided to expand via their web presence. Zara, the Spanish equivalent to H&M, in 2010 will be branching out to include an online store for Spain, France, Italy, Germany, the U.K. and eventually the rest of the European market. A similar strategy worked well for Topshop, which previously was only available online in the UK and EU zones, and is now available globally.

While this is a great first step for Zara, we’d love to see them branch out into North and South American online retailing as well – a market which has also largely been neglected by H&M online.  One company who was surprisingly quick to jump on the e-tailing bandwagon was Forever 21, who have a comprehensive online shop, including an interactive blog. Other companies who are also successfully upping their online presence include Urban Outfitters and Dolce Vita. It’s looking that in 2010 it’s not enough to just take your message to the streets, you’ve also got to take it to your customer’s screen as well.

Thinking...