Lefties, a network established by Inditex in 1993 to clear Zara's last season's stocks, found itself competing with H&M and Primark.
Currently, Lefties (a name derived from the term 'leftovers') owns only brick and mortar stores in Spain — the headquarters of the parent company Inditex — and Portugal, 86 and 16 respectively. However, it looks like it is preparing to become a major competitor in fashion budget offers and adopt valuable brands such as Primark and H&M. Zara's fashion may be fast, but its higher prices have probably prevented it from competing with similarly marketed brands such as H&M and Forever 21.
Feeling the warmth of these cheaper brands combined with the lagging economy, the dominant Zara company of the Spain-based retail giant, Inditex, has prepared an ideal competitor. Its name is Lefties and it looks exactly like Zara, except it does not have high prices. In other words, ZARA for a penny.
The line, although established in 1993 as a depository for last season's Zara products, started to produce its own lines of men's and womenswear, and at the end of the previous year Lefties started rebranding efforts, making it look more like a H&M competitor and much less than a discount store built to sell surplus products.
The conversion included redesigned stores, a logo and an improved website. Although brick and mortar stores can currently only be found in Spain and Portugal, the brand is growing. Over the last five years, Inditex has slowly reduced the number of Zara stores in Spain (from 514 to 469), while constantly opening new Lefties locations. Although there are no drastic expansions yet, it is clear to retail analysts that Zara's cheaper sister is preparing for a larger market. The Lefties brand is designed for all types of customers and all age groups. The company has three sections: clothing for women, clothing for men, clothing for children.
Each of these three collections has its own line of footwear and accessories. The brand is constantly developing new ways to offer customers the best products in fashion.
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