Zara
Zara is a fashion retailer that moves designs from studio to store in weeks, with a store and campaign aesthetic closer to a fashion magazine than a high street shop.
A tightly condensed serif set very large, letters almost touching. Everything else is small, plain and out of the way.
put promotional text over a campaign image
use exclamation marks
crowd a page with more than one look
Wool blend coat. Limited edition.
Almost silent. Product name, price, composition. The photography carries the whole message.
Shoppers who follow what is on the runway and want a version of it on the rail this month.
+Photography that could hang in a magazine
+Fast turnaround from sketch to rail
+Silence in the layout
×Retail shouting
×Explaining a garment
×Clutter
would die on
The picture sells the clothes, the copy only gets in the way.
