Zara is aiming for a more luxurious brand experience with the opening of a revamped flagship store on Avinguda Diagonal in Barcelona. The store is the second “designer boutique” for the Inditex chain.
From fast fashion to fast couture
Under chairwoman Marta Ortega, Zara is trying to break away from its fast-fashion reputation and evolve into a “fast couture” model. After a first store in Madrid, Barcelona now also has a “designer” Zara shop: Belgian architect Vincent Van Duysen designed the store and, as Zara puts it, was inspired by “the intimacy of domestic life” and “the charm of cabinets of curiosities.”
