Zara Sydney Opens!

Spanish fashion chain Zara opened its first Australian store last night in Sydney City Westfield.

Over 500 VIP guests attended the exclusive event, including 100 Zara Facebook fans eager for their first look at the three-floor, 1400 square metre store.

Keeping in line with international trends, the store is filled with brightly coloured clothing to "reflect" the Australian climate.

"The global trend is colour – in Australia this trend is adapted to the fabrics that are needed for the season that we are now in," said Zara's chief communications officer Jesus Echevarria, who also added that the collections would not include end-of-season stock left over from the European season. Instead, Zara Sydney City will receive new stock from the international head offices twice a week. Turnover is expected to be high, with the store reportedly replacing any styles that don't sell within a week.

"Store managers in Sydney will carry out a daily sales analysis and order new stock twice a week, which will arrive from Spain within 48 hours," explained Echevarria.

Sample items available include cardigans for $59.95, jackets for $89.95 and jeans for $69.95. All styles are inspired by the international runways, allowing consumers to stay on trend without breaking the bank balance.

Local labels such as Cue, Sportsgirl, Witchery and Country Road are reportedly concerned about the impact of Zara, but have been quick to relay their point of sale differences.

"Our clothes are more expensive than Zara's, so we operate in a different market," said Rod Levis, who owns Cue. "We also react very quickly to fashion trends, but there's no doubt Zara's entry will keep many retailers on their toes. It is possible some of the smaller shops may be driven into a corner."

Ian Nairn, chief executive of Witchery said that the brand's price point, quality and finishes are at a higher level than Zara's. "We are also quick to market and offer 400 new styles a month," he said.

However, Nairn conceded that Zara will take market share from other local brands. "They will take a little bit from a lot of retailers. Department stores and brands such as Sportsgirl and Forever New will also be hit."

Zara Melbourne is set to open in June, with other outlets around the country expected to start popping up over the next year.