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Is this why your Zara shopping habit drops off when you reach 30?

zara shopping habit- young consumers

Looks from the Zara Woman | New Romantic collection

 

The latest retail data might make you rethink your Zara shopping habit.

Younger consumers are more engaged when they shop at Zara with the level of engagement dropping after the age of 27, research from London-based market research firm The Insight Rooms shows.

zara shopping habit- collections for young women?

Zara Woman | New Romantic collection

The company studied social engagement to assess how women feel about the Inditex-owned brand and found that engagement is at a high between ages 23 and 27. By the age of 33, engagement is rock bottom (around 1%).

That may not be a huge problem for the brand with Inditex’s most recent results showing that Zara and its seven other chains continue to be a huge consumer draw, even in the face of tough condition for fashion retailers.

In fact, Insight Rooms co-founder and CEO Ed Dilworth told Who What Wear that while the so-called age cliff kicks-in for Zara’s customers in their 30s, it is less marked than the age cliff for some other brands. He said this is because of the broad spread of Zara’s fashion offer, including the more conservative and classic looks customers move towards in their 30s.

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  • Lily Fernandes

    I have always loved Zara but as I get older it is harder to find items that fit properly. Women still want to be trendy but the spec of the products is a junior fit. If they change their spec or add regular fit I would shop there always.

    • Carlene (Team WGSN)

      Thanks for the comment Lily, this retail study was really interesting in terms of discovering the consumer relationship with the popular high street brand, and your personal feedback is really interesting too. I think that our shopping habits change as we grow up and get to know what looks great on us, and what’s best left on the shelf, plus the brand’s that we’re willing to spend a little more on to get the fit just right 🙂

  • Renata Daniel

    ???

  • I’m 34 and this has proved to be 100% spot on for me. I used to always need a regular Zara fix, and to be honest, now I can’t remember remember the last time I even went into a Zara. I think my reasons are slightly different though. Buying fast fashion doesn’t sit so well with my conscience nowadays, I try my best (not always succeeding) to buy independent. Also the fact that I live in Brazil, and most Zara’s are in shopping malls which I rarely go to, means that it’s rare for me to wonder

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