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Titled Zara Atelier, the new venture will release only two limited edition collections a year.  

Zara Atelier: Zara’s new coat line is expensive but is it luxury?

Fast-fashion giant Zara is embracing high-end craftsmanship
GFX//&nbsp;Zara&nbsp;Atelier... (VO:&nbsp;Titled Zara Atelier, the new venture&nbsp;will release only two limited edition collections a year to be sold in select online and offline stores globally.)&nbsp;
Zara&nbsp;Atelier's first capsule features 6 opulent cocktail coats
Cost:&nbsp;US$400 to US$600 (or Rs. 30,000 to 45,000)
Feature couture-style details like feather trims, embroidery &amp; more
GFX// Is Zara&nbsp;using the Atelier... (VO: ...trend-focused brand&rsquo;s answer to&nbsp;high-end fashion...)
Photography by Paolo Roversi; known for his&nbsp;high-end work
The luxury of Zara&nbsp;Atelier may be limited to its 'look'
Most of the coats are&nbsp;made with&nbsp;polyester, viscose,&nbsp;acrylic
GFX//&nbsp;Zara&nbsp;is using&nbsp;the language... (VO: ...but rather just&nbsp;using the language of luxury to tap into the shopper&rsquo;s....)&nbsp;
Prioritising products that 'look'&nbsp;sophisticated &amp; luxurious

Titled Zara Atelier, the new venture&nbsp;will release only two limited edition collections a year.&nbsp;&nbsp;

As shoppers develop a distaste for fast fashion, the sector&rsquo;s biggest household brand Zara&nbsp;is embracing high-end craftsmanship&nbsp;with its latest project.&nbsp;&nbsp;
Titled Zara Atelier, the new venture&nbsp;will release only two limited edition collections a year to be sold in select online and offline stores globally.&nbsp;
The first&nbsp;line from the Atelier is a capsule of six opulent&nbsp;coats. Costing around US$400 to US$600 (or Rs. 30,000 to 45,000), the&nbsp;dreamy cocktail coats are made using premium fabrics with couture-style detailing like&nbsp;satin piping, marabou feather trims, intricate embroidery and&nbsp;tons of&nbsp;sequins.&nbsp;
SEE MORE&nbsp;<a href="https://www.editorji.com/business-news/zara-hit-by-covid-posts-loss-for-india-unit-as-sales-fall-nearly-30-1624022383252">Zara hit by Covid, posts loss for India unit as sales fall nearly 30%</a>
The Zara Atelier is no doubt&nbsp;the trend-focused brand&rsquo;s answer to&nbsp;high-end fashion. But a closer look at the coats, photographed by industry veteran Paolo&nbsp;Reversi, shows that&nbsp;luxury is more in the looks of the collection than the actual construction.&nbsp;&nbsp;
Of the six, only one coat is made with 75 per cent wool while the rest range from 5 to 55 per cent&nbsp;wool.&nbsp;The pieces are primarily made with&nbsp;polyester, viscose, polyamide and acrylic.
Fast fashion to high fashion: Zara&nbsp;is&nbsp;rebranding
From the mid-tier pricing and construction,&nbsp;it appears that&nbsp;Zara is not entering the luxury market but rather just&nbsp;using the language of luxury to tap into the shopper&rsquo;s need for&nbsp;sophisticated and luxurious-looking products.
SEE MORE&nbsp;<a href="https://www.editorji.com/zara-primark-factory-workers-say-they-were-fired-for-unionizing-1593002520954">Zara, Primark factory workers say they were fired for unionizing&nbsp;</a>

Fashion brand Zara&nbsp;has seen a dressing down in the last year posting a loss for it's India unit as sales fell 28% in FY21. This is the first loss for Zara&nbsp;in India since it's arrival into country on 2010.Zara&nbsp;which runs as joint venture with Tata&nbsp;reported&nbsp;a net loss of Rs 41 crore as per Trent&rsquo;s annual report released Thursday. It posted a profit of Rs 104 crore in the previous year. It is one of the most profitable apparel retailers in the country. The hit on the numbers were due to lockdowns in the last year leading to dismal sales in 21 physical stores it runs across the country.&nbsp;

Zara hit by Covid, posts loss for India unit as sales fall nearly 30%

Fashion brand Zara&nbsp;has seen a dressing down due to the pandemic, posting it's first ever loss for it's India unit&nbsp;

//Zara&nbsp;India sales fall 28% in FY21, 1st major loss since arrival in 2010 //Zara-Tata&nbsp;joint venture reported net loss of ₹41 crore&nbsp;as per Trent&rsquo;s annual report //Zara&nbsp;is one of the most profitable apparel retailers in India&nbsp; //Dismal sales and hit on numbers due to Covid-19&nbsp;lockdowns&nbsp;in the last year&nbsp;

Fashion brand Zara&nbsp;has seen a dressing down in the last year posting a loss for it's India unit as sales fell 28% in FY21. This is the first loss for Zara&nbsp;in India since it's arrival into the country in 2010. Zara&nbsp;which runs as a joint venture with Tata&nbsp;reported&nbsp;a net loss of Rs 41 crore as per Trent&rsquo;s annual report released Thursday. It posted a profit of Rs 104 crore in the previous year. It is one of the most profitable apparel retailers in the country. The hit on the numbers were due to lockdowns in the last year leading to dismal sales in 21 physical stores it runs across the country.&nbsp;

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