David Blecken
Jun 11, 2019

Asia-Pacific consumers see Zara as a luxury brand

The brand is apparently seen as a cut above its direct competitors, although Uniqlo has done a much better job of building designer-appeal into fast fashion.

A Zara shop in Hong Kong. High-end positioning has served the mass-market brand well in Asia. (Shutterstock)

CATEGORY ANALYSIS APPAREL

The Spanish fast-fashion label Zara ranked ninth in this year’s luxury goods category in the Asia’s Top 1000 Brands 2019 ranking, below the usual lineup of fashion houses such as Louis Vuitton which came top again. The ranking usually shows little change, but Zara’s unexpected entry this year just below Burberry displaced Versace, which slid to 14.

The brand also came second after Chanel in...

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