What Zara's Bold, Joyful Make-up Line Launch Entail for the Beauty Industry?
What Zara's Bold, Joyful Make-up Line Launch Entail for the Beauty Industry?

Category extension is not something new to apparel focused brands. India and even globally, apparel brands have been launching their beauty range and are leveraging their existing reach and popularity in order to make it a success. Also, it's a natural progression for a fashion brand to enter into the beauty segment than any other product category, proviso the beauty-related products are well-appreciated.

Fast-fashion retailer Boohoo launched its beauty range in 2017 and is not the only brand to capitalise on this burgeoning industry. Brands like Primark, H&M, Topshop, M&S, Michael Kors and New Look, among many others, too have launched their own beauty collection. And it comes hot on the heels of apparel brands that are entering this segment and are excelling at it too. Add to this a top designer or an established cosmetic brand name behind it and voila – they have a successful brand extension.

The latest to announce an entry into the beauty segment is none other than Spanish fashion brand Zara.

Zara Beauty is the fashion behemoth’s first comprehensive, self-branded beauty line. The collection will be available in-store and online starting May 12.

Larissa Jensen, Vice President and Advisor in the beauty industry for market research firm NPD, affirmed that it makes sense that Zara is entering makeup, as it’s a space fashion brands have more authority, opposed to skincare, even though it’s performed better during the pandemic.

“Especially the way Zara is approaching it ... I think that makeup as a category could stand to benefit the most from this resurgence of positivity,” she added.

So, why is this exciting?

The Big Launch & What it Entails

Zara has mostly stayed away from the beauty segment besides launching a lipsticks range inspired by makeup artist Pat McGrath and a perfume collaboration with Jo Malone. In development, mostly remotely, for the past 18 months, the new launch which includes products for the lips, eyes, face and nails in over 130 colours, priced between US$ 8 to US$ 26 with refills starting at US$ 5, is developed with British makeup artist Diane Kendal with the slogan which says “there is no beauty, only beauties”.

Zara partnered with legendary makeup artist Diane Kendal for the beauty line.
Zara partnered with legendary makeup artist Diane Kendal for the beauty line.

Known for her painterly use of colour and commanding runway looks, Diane Kendal has ensured to bring Zara’s essence in the line with a key focus on colours. Zara Beauty is a joyful, saturated collection offering 130 shades across everything from matte lipstick to loose pigments, bronzer, blush palettes, highlighter, eye-shadow palettes, nail polishes and makeup brushes.

Zara has always been known for its wide-reaching, trend-spanning appeal and this is what the brand is applying to its make-up line. The brand has emphasised giving an 'inclusive and clean' status to its beauty line, in order to set itself apart from other beauty brands. While Zara lovers are not very used to thinking of the fast-fashion brand as clean, it has cited formulations in accordance with European regulations, which are much more stringent than in the US, as well as its commitment to refillable. It is important for the brand to position itself as clean as also inclusive in order to attract socially conscious Gen-Z consumers.

Emphasizing its 'inclusive' status, Diane Kendal created a series of different looks that were captured by high-profile names including Steven Meisel, David Sims, Marilyn Minter, Nadine Ijewere, Mario Sorrenti and Fabien Baron, who each shot and shared their own personal vision of beauty for the campaign.

Even as the pandemic has impacted the makeup category hard with consumers opting for bare faces during the lockdown, as against the skincare segment which has witnessed faster recovery, Zara has remained optimistic about the launch.

According to Zara beauty Director Eva Lopez, it was the right moment to appear for Zara.

She said, “Despite the numbers, there’s the reason for that optimism: as vaccinations are on the rise, experts predict a bounce-back for the colour cosmetics category. And as shoppers begin buying Zara’s staple products, they may just want to pick up a lipstick to go with them.”

While Zara has tick-marked every box or at least have tried to, it would be fascinating to see the brand’s beauty line’s performance in an already extremely competitive market where luxury brands, designers, apparel brands who influxes beauty segment, are already trying to excel the art of customer acquisition in the current scenario.


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Top 15 Technology Trends Reshaping Fashion Retail in 2024: Dress for the Future
Top 15 Technology Trends Reshaping Fashion Retail in 2024: Dress for the Future

The fashion industry is in the midst of a digital revolution, with technology weaving its way into every aspect of retail, from design and production to marketing and customer experience. As we step into 2024, the pace of innovation continues to accelerate, presenting exciting opportunities for both established brands and emerging players. To stay ahead of the curve, understanding the key technology trends reshaping fashion retail is crucial.

This article dives deep into the top 15 trends that will have a significant impact in the coming year, providing insights and examples to help you leverage them for success. Whether you're a fashion designer, retailer, or simply an avid consumer, buckle up for a journey into the future of fashion.

1. Immersive Shopping Experiences:

Gone are the days of static images and basic product descriptions. Consumers crave engaging and interactive experiences, and technology is delivering. Here are the key drivers:

  • Augmented Reality (AR): Imagine virtually trying on clothes before buying them. AR superimposes digital clothing models onto users, allowing them to see how garments fit and look on their specific body type. This reduces returns and boosts customer satisfaction. (Source: The AR/VR Headset Market is Expected to Reach $20.4 Billion by 2024, Statista)
  • Virtual Reality (VR): Take things a step further by stepping into immersive, 3D virtual showrooms. Brands like Rebecca Minkoff and Tommy Hilfiger are already offering VR experiences, allowing customers to explore collections and interact with products in a realistic setting.
  • 3D Product Visualization: High-quality 3D models give a detailed view of products from all angles, zoom levels, and even in different lighting conditions. This enhances online shopping experiences and increases conversion rates. (Source: 3D Modeling Market to Reach $3.8 Billion by 2027, 3D Printing Industry)

2. Personalization at its Peak:

One-size-fits-all is a relic of the past. Consumers expect personalized experiences, and technology is making it possible:

  • AI-powered Recommendations: Leverage customer data and purchase history to suggest relevant products, predict styles they'll love, and offer personalized styling advice. (Source: 80% of consumers are more likely to do business with companies that offer personalized experiences, Epsilon)
  • Chatbots and Virtual Assistants: These AI-powered tools provide real-time customer support, answer product inquiries, and offer personalized recommendations, 24/7.
  • Dynamic Content: Showcasing products and offers tailored to individual preferences based on demographics, browsing behavior, and past purchases creates a more relevant and engaging experience.

3. Livestream Shopping Takes Center Stage:

Livestream shopping blends entertainment and real-time commerce, allowing brands to connect with audiences directly and generate instant sales. Expect to see:

  • Interactive Livestreaming: Viewers can ask questions, interact with hosts, and purchase products in real-time, creating a dynamic and engaging shopping experience.
  • Influencer Collaborations: Partnering with relevant influencers for livestream shopping events leverages their audience trust and drives sales.
  • Shoppable Livestreams: Products featured in the livestream are tagged and instantly purchasable, removing friction from the buying journey.

4. Omnichannel Integration Seamlessly Blends Online and Offline:

The lines between physical and digital retail are blurring. Here's how:

  • Click-and-Collect: Customers order online and pick up in-store, offering convenience and flexibility.
  • Buy Online, Return In-Store (BORIS): Allow customers to return online purchases to physical stores for added convenience.
  • Mobile Point-of-Sale (mPOS): Empower store associates with mobile devices to assist customers anywhere on the shop floor, enhancing the in-store experience.

5. Sustainability Takes Center Stage:

Consumers are increasingly conscious of the environmental impact of fashion. Technology is helping brands become more sustainable:

  • Transparency through Blockchain: Blockchain technology enables tracking the origin and journey of materials, ensuring ethical sourcing and responsible production.
  • Sustainable Materials and Production Processes: Utilizing recycled materials, organic fibers, and low-impact dyeing techniques is becoming increasingly important.
  • Circular Economy Initiatives: Resale platforms and rental services encourage clothing reuse and extend the life cycle of garments.

6. Voice Commerce Emerges as a Powerful Tool:

Voice assistants like Alexa and Google Assistant are changing how we interact with technology, and fashion is no exception. Expect to see:

  • Voice-activated Shopping: Purchase clothes hands-free using voice commands, ideal for multitasking or busy consumers.
  • Product Information and Reviews: Ask voice assistants for product details, size recommendations, and customer reviews for informed decision-making.

7. Artificial Intelligence (AI) Streamlines Operations:

AI is automating tasks and boosting efficiency across the fashion value chain:

  • Demand Forecasting: AI algorithms analyze sales data and trends to predict future demand, optimizing inventory management and reducing stockouts.
  • Automated Design and Production: AI can generate design ideas, personalize patterns, and even optimize production processes.
  • Fraud Detection and Prevention: AI helps identify and prevent fraudulent transactions, protecting both brands and customers.

8. The Rise of Social Commerce:

Social media platforms are evolving into powerful shopping destinations:

  • Shoppable Posts and Stories: Allow customers to purchase products directly through social media posts, eliminating the need to switch platforms.
  • Social Proof and Influencer Marketing: Leverage user-generated content and influencer partnerships to build trust and drive sales.
  • Social Gifting: Social media platforms are introducing gifting features, making it easier to purchase and send fashion items to friends and family.

9. The Metaverse Beckons:

The metaverse, a virtual world where people can interact, shop, and socialize, is still in its early stages, but fashion brands are already experimenting.

  • Virtual Fashion: Design and sell digital clothing items specifically for avatars within the metaverse.
  • Virtual Showrooms and Experiences: Create immersive virtual spaces where customers can explore collections and interact with brands.
  • NFTs and Digital Ownership: Offer unique, limited-edition digital fashion items secured through NFTs (Non-Fungible Tokens).

10. Data-Driven Decision Making:

Data is king, and fashion brands are leveraging it to gain insights and make informed decisions:

  • Customer Analytics: Analyze customer behavior, preferences, and purchase history to understand their needs and personalize offerings.
  • Marketing Attribution: Measure the effectiveness of marketing campaigns across different channels and optimize advertising spend.
  • Trend Forecasting: Identify emerging trends and styles based on social media data, search trends, and sales patterns.

11. Robotics and Automation Take Over Repetitive Tasks:

Robots are taking over repetitive tasks in warehouses and factories, improving efficiency and accuracy:

  • Automated Picking and Packing: Robots can speed up order fulfillment and reduce errors.
  • Quality Control and Inspection: Robots can inspect garments for defects with greater precision than humans.
  • Automated Customer Service: Chatbots powered by AI can handle basic customer inquiries, freeing up human agents for complex issues.

12. The Power of Community and Co-Creation:

Brands are building stronger relationships with customers by fostering a sense of community and co-creation:

  • User-Generated Content (UGC) Campaigns: Encourage customers to share photos and videos wearing your clothes, leveraging their authenticity and reach.
  • Crowdfunding and Collaborative Design: Allow customers to contribute to product design and development through crowdfunding platforms.
  • Loyalty Programs and Exclusive Experiences: Reward loyal customers with exclusive access to products, events, and experiences.

13. Cybersecurity Becomes Paramount:

As technology advancements create new opportunities, cybersecurity threats also evolve. Brands need robust security measures:

  • Data Protection: Implement strong data encryption and access controls to protect customer information.
  • Payment Security: Ensure secure payment gateways and transaction processing to prevent fraud.
  • Cybersecurity Awareness and Training: Educate employees about cybersecurity best practices to minimize risks.

14. The Future of Retail is Phygital:

The physical and digital worlds will converge further, creating seamless and engaging experiences.

  • Interactive In-Store Displays: Interactive displays with AR features and product information enrich the shopping experience.
  • Personalized In-Store Recommendations: Utilize customer data to offer personalized product recommendations while they shop in-store.
  • Frictionless Checkout: Implement self-checkout options and mobile payment solutions for faster and more convenient transactions.

15. Continuous Innovation is Key:

The fashion industry is constantly evolving, and staying ahead of the curve requires embracing continuous innovation. Here are some key strategies:

  • Invest in Research and Development: Allocate resources to explore emerging technologies and experiment with new solutions.
  • Partner with Tech Companies: Collaborate with technology providers to develop innovative solutions and access expertise.
  • Adopt an Agile Mindset: Be open to change, experiment quickly, and learn from failures to continuously improve.

By embracing these top 15 technology trends, fashion brands can unlock new opportunities, enhance customer experiences, and thrive in the ever-evolving retail landscape. Remember, this is just the beginning. The future of fashion is brimming with possibilities, and those who embrace technology will be the ones shaping it.


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