Zara Its path of innovation continues, both in product and in commercial strategy. At the end of last year the Inditex brand launched a New collection of skiing garments The second that creates in the last three years, and to make it known, among other things, has launched a Ephemeral store in the Alps.

Specifically has chosen the Swiss town of Verbier as location of the pop up store that opened its doors on February 6. There is one of the most outstanding ski stations in the country and Zara Ski He wanted to accompany those who during these days approach the place to practice their favorite sport.

He does it with a store inspired by skiing and that emulates the interior of an igloo, with a white decoration and lighting that simulates ice and contrasts with the bright black from the ground. The space, which will be active until next March 3, is looking for a Minimalist atmosphere To highlight the offer, which includes skiing and snowboard garments for men, women and children such as coats, sweaters or pants and monkeys.

The store also also focuses on LA PURCHASE EXPERIENCEin line with recent brand marketing efforts. Thus, beyond contemplating or acquiring the new ski garments of the brand, consumers can also enjoy a hot wine there.
Outside, the store has enabled a space for users to deposit their skis and accessories in order to access the premises with greater comfort.

With this initiative, Zara follows in the footsteps of Massimo Dutti, Another Inditex firm that also launched an ephemeral store in the same town at the end of last year. Unlike Zara, Massimo Dutti opted for an almost opposite style, focused on mimicry with the environment and the creation of a cozy and elegant atmosphere, as if it were a mountain shelter.

In this way Inditex emphasizes its Bet on innovation and customer experience, but respecting the personalities of each of their brands. Both actions reflect both the product diversification strategy in the case of Zara, and the search for penetration in the Swiss market, where at the end of 2023 the group had 36 stores of its different brands.

The search for connection with consumers beyond the product itself by Zara Ski follows the company’s recent efforts. It should be remembered that in recent months he has promoted new store models, as open in Lisbon last September, new commercial formulas, such as Zara streaming, or a new line of coffee shops complementary to your proposal, such as ZACFFÉ.