Spanish clothing and accessories retailer Zara will be expanding its presence at the Bullring shopping centre, Birmingham just in time for Christmas.
The fast fashion retailer will open a new 20,000 sq ft store on the Upper Level of the busy Bullring, dedicated entirely to menswear. The existing Zara on the Upper Level will be transformed into a women and children’s store across its three floors.
Zara’s expansion is the latest in a series of key additions to Bullring’s Upper Level this year. Ted Baker and Victoria’s Secret are opening on the Upper Level before Christmas. They join premium fashion retailers Michael Kors and Whistles, both of whom have opened on the Upper Level this year.
The announcement comes from British property development and investment company Hammerson, which boasts a real estate portfolio in the UK and France of around £6.3bn. The company has investments in 21 major shopping centres and 22 retail parks. It is a major investor in Value Retail’s highly successful premium outlet villages, including Bicester Village.
Zara, which has been described as ‘the Coca Cola of fashion’ by marketing enthusiast Hitesh Bhasin, is known for responding promptly to the constantly changing needs of its customers. The brand, which has been excelling at unprecedented speed, does not outsource its manufacturing processes so it is able to emulate the latest catwalk looks and trends considerably faster than competitors. It is able to put a new style into branches in 2-4 weeks and pull them out immediately if it isn’t selling particularly well.
The new menswear only store in Birmingham is part of the retailer’s marketing strategy which focuses on the opening of new stores rather than traditional advertising.