Zara changes tone on collaborations



Zara has always been light on collaborations when it comes to fashion brands. While the rest of the industry has been delighted with the collaborations, Zara had no a collaboration with a big brand in 2020, releasing a pair of sneakers with Playstation in July.

But in 2021, Zara partnered with names like Everlast in January, Kassl Additions in September, and Charlotte Gainsburg in October. And over the past three weeks, he’s built collaborations with Korean streetwear label Ader Error, biotech company LanzaTech, and TRX, a company that makes home fitness equipment and publishes digital workout videos. .

Each of these collaborations connects Zara to a trendy field of fashion. The Ader Error collaboration encompasses physical and digital outfits, the latter of which have been released in South Korean metaverse Zepeto. Meanwhile, the LanzaTech collaboration focuses on sustainability by making clothing from captured carbon emissions, and the TRX partnership links Zara with home fitness on the rise.

It seems that Zara’s strategy is to call on partners specializing in emerging spaces to gain a foothold in these categories.

According to a press release from Zara, the six-month partnership with TRX builds on Zara’s own sportswear line, called Athleticz, which launched in September 2020. In addition to a new Athleticz clothing collection, the collaboration includes Zara selling TRX Suspension Trainers equipment. on his site. Zara is also offering buyers of the collaboration a six-month subscription to the TRX Training Club, a digital training platform similar to Peloton or Nike Training Club. TRX coach Niko Algieri filmed new workouts at Zara’s studio in New York City as part of the collaboration.

Home fitness has become big business. Fitness apps raised $ 2 billion from investors in 2020 and the number of people using these apps increased from 50% of Americans before the pandemic to 75% in mid-2021, according to McKinsey.

“Home workouts are clearly here to stay, and we’ve joined forces with Zara to provide people with everything they need to exercise on their schedule,” said Brent Leffel, CEO of TRX . Zara was not available to comment on this story.

And now is the time for the Ader Error link to the burgeoning metaverse. Zepeto alone received more than $ 150 million in investment from SoftBank in early December.

“As we look to the future, we believe the metaverse has a role to play in increasing the effectiveness of fashion,” said Lydia Jett, Managing Partner of SoftBank. “It can have a big impact on sustainability by helping brands assess what will sell. “

While collaborations are often planned months in advance, it’s worth noting that Zara’s shift in strategy around collaborations comes as parent company Inditex goes through a leadership transition. Longtime CEO Pablo Isla stepped down in November and will be replaced by Oscar Garcia Maceiras, and Marta Ortega has been promoted to president of the company. Between November 1 and December 10, Inditex sales increased 10% from 2019 and 33% from 2020.



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