Fashion brand Zara to launch NZ online store in March

Tuesday, 6 March 2018

International fashion brand Zara is opening its online store in New Zealand next week, while one of its biggest rivals, H&M, is yet to do so.

Last month, Zara teased its Kiwi fans saying its online store was 'coming soon', but its website has since been updated to read: 'Dear New Zealand, shop online March 14'.

The Spanish-owned chain opened its first New Zealand store in Auckland in October 2016. Its arrival in New Zealand came hot on the heels of Swedish retailer H&M opening stores in the main centres.

However, despite H&M opening three physical stores around the country, it is yet to set up an online store in New Zealand.

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In September, H&M country manager Hans Andersson said: 'We've always wanted to establish our stores as brick-and-mortar in major cities first so customers can learn about our brand, and then online will follow'.

H&M opened its third New Zealand store in Wellington last year, but has not launched an online store yet.

Another international brand yet to launch an online store in New Zealand is David Jones.

David Jones has one store in New Zealand, on Lambton Quay in Wellington. The department store's footprint is set to expand once it opens a new store in Auckland next year.

Last month, David Jones chief executive David Thomas said the company was working on setting up its New Zealand website, which could launch before the opening of the Newmarket store in 2019.

Retail analyst Chris Wilkinson, of First Retail Group, said with 70 per cent of all buying decisions influenced by the online marketplace, companies that failed to have a site were 'further down the consideration set, than those that do'.

'Consumers love being empowered to browse and buy in their own time.

'Fashion shoppers expect to be able to go online see what's new, check availability and either buy there and then, or have the confidence of going instore and knowing the garments are there to purchase,' Wilkinson said.

'It's not a nice-to-have, but a must-have for retailers who are serious about being in the game.'

An online store for David Jones' New Zealand customers is on the cards.

Large retailers, such as Zara and David Jones, had taken their time bedding in the New Zealand market, he said.

'However, they will likely realise their future growth and performance will come from greater digital visibility, and expanding their customer base beyond those who walk in their doors each day.'

Topshop New Zealand had plans to open an online store, before it collapsed in September last year.

Australian-owned department store Kmart, which has been in New Zealand since 1988, has an online presence.

Other fast-fashion brands such as Glassons and Cotton On, which owns Factorie, Typo, Rubi, Cotton On Body, Supre, and Cotton On Kids, all have online New Zealand stores.