Zara ventures into publishing in collaboration with the magazine Wallpaper
Roberta HERRERA
Inditex
ZaraAder ErrorNarciso RodriguezSteven Meisel
Zara’s recent steps towards qualitative improvement and repositioning may at first glance seem only linked to improving the Inditex-owned brand’s image and collections, but they are also part of a broader evolution of its product offering. Zara has now expanded its range to include versatile basics, trendy pieces, and carefully crafted, timeless, and high-quality pieces. This approach has helped elevate the brand’s image and position it as a refined and sophisticated option for consumers. These changes are likely influenced by the president of Inditex, Marta Ortega, who built her experience in the brand’s product department before assuming her current role.
The brand’s new endeavours: stationery and travel guides
Zara’s latest offering is more than just a quirky addition, as it highlights the brand’s new direction. Available now on the brand’s website, “Where to now” is a collection born from an editorial collaboration with the renowned design publication, Wallpaper
The “visual notes” for travellers take readers on an adventure through five destinations: Bruton (UK), Ojai (USA), Galicia (Spain) Naoshima (Japan) and Windhoek (Namibia). The curated content is similar to that of magazines or specialised publications and features photographs by Salva Lopez, Luis Diaz, Pia Riverola, Den Niwa, Kent Andreasen and Sophie Green. It also includes essays by Wallpaper editors Simon Mills and Pei-Ru Keh, along with Celeste Chipperfield, Jens H Jensen and Mazi Odu.
“The book features a series of written and visual field notes, designed for both armchair travellers and enthusiastic explorers,” described the brand.
The line also includes a comprehensive stationery line, a category that has hitherto been mainly explored by Zara Home
It remains to be seen whether this is just a one-off foray by Zara into the world of publishing, or if it’s an open door for future collaborations or dedicated collections.
In the last fiscal year, the Inditex group broke sales records, with a 17.5% increase to 32.569 billion euros, and recorded a 7% growth in net profit to 4.13 billion euros.
