Zara Fever Grips Indian Retailers

World's largest clothing retailer Inditex entered India with its flagship brand Zara on a Friday in May last year and that day the South Delhi outlet recorded the largest single-day sale by an international retailer in the country.

Less than a year later, Zara fever has gripped several retailers who are chasing shop space next to the Spanish brands outlets to leverage on its ability to pull shoppers in herds.

"Zara has nailed it," Natasha Chopra, who heads personal shopping services at Select Citywalk mall in South Delhi where Zara opened its first shop, said. "It's a hot favourite among shoppers because it offers trendy styles between 1,500-2,300."

Zara's ability to chase fashion trendsa drawing book to shop floor in two weeks and launch new lines sometimes twice a week has helped it ensure steady flow of consumers who now embrace global trends like never before.

It's fast. It's fashionable. And it has won the attention of several apparel brands; both Indian and multinational, that now launch more collections in a year and have stylized their shops.

"Zara has been selling very well over the past ten months in India," said the head of a rival international brand. "Its success has proven that there is definitely a market for fast fashion, especially in western women's wear," the person added, requesting anonymity.