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Zara, V&A Waterfront. (Image: Supplied/Zara)
  • Zara has just opened its newly refurbished concept store in the V&A Waterfront.
  • The 2,700m2 store is equipped with the latest digital innovation to create a seamless shopping experience.
  • It has a women's shoe boutique, and its design elements are simplistic, functional, and sophisticated with brown matte hues, typical of Zara.
  • For more stories, go to www.BusinessInsider.co.za.

Spanish fast-fashion giant Zara has just opened its first South African concept store in the V&A Waterfront, which is highly digitised and offers shoppers a seamless shopping experience.

Earlier this year, the Inditex-owned retailer, which opened its first store in the country some ten years ago, announced that its V&A store would undergo refurbishments that would see it grow its floor size to 2,700m2.

The store follows Zara's integrated store model, where it seeks to marry its brick-and-mortar stores with its online offering. The tech innovation in the store allows Zara to adapt to customers' needs in real-time.

Since entering the South Africa market, the retailer has grown its footprint to seven stores and an online store introduced two years ago.

The two-floor store, which has woman, man, and kids collections, has a dedicated women's shoe boutique, the first in a South African store.

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Zara, V&A Waterfront. Woman collection. (Image: Supplied/Zara)
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Zara, V&A Waterfront. Women's shoe boutique. (Image: Supplied/Zara)
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Zara, V&A Waterfront. Man collection. (Image: Supplied/Zara)
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Zara, V&A Waterfront. Man collection. (Image: Supplied/Zara)
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Zara, V&A Waterfront. Kids collection. (Image: Supplied/Zara)
zara
Zara, V&A Waterfront. Kids collection. (Image: Supplied/Zara)

Zara's architectural team designed the concept store, which focused on four elements; simplicity, functionality, sophistication, and refinery, to bring the retailer's design philosophy across.

The retailer said that the style, with hues of brown and stone shades with matte finishes, is typical of Zara and follows smooth curves and "honours" fabric and natural materials.

The aesthetic is present throughout the other elements of the store, such as its screens and furniture, which are notably curved.

The way in which the collections are displayed also form part of the store's architectural language. The collections are railed in recess walls with light falling on them to accentuate the items. Its sleek white surface runs across the ceilings and walls and creates a backdrop, enhancing the products.

The store's design also keeps in with the Inditex group's sustainability commitments, including reducing water and energy consumption compared with a traditional store.

The Inditex group, which also owns the Join Life sustainable fashion brand that uses raw material to create garments, wants all its polyester and linen to be 100% recycled or sustainable by 2025 and plans to have more than 50% of its garments under the Join Life label. In 2020, more than 35% of its garments carried the Join Life label

The V&A Waterfront store also includes collection containers for customers to donate clothes they no longer wear, sent to a charity partner, Red Cross South Africa.

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