CONNECT WITH US
eCommerce

eCommerce

Zara and Gap are borrowing luxury’s playbook. Can they keep the attention?

Glossy logo

Published on

Add as a preferred source on Google
Zara and Gap are borrowing luxury’s playbook. Can they keep the attention?

John Galliano’s first Zara collection arrived on October 1, giving shoppers a new place to buy the work of a designer synonymous with Dior and Maison Margiela. For Zara, the bigger prize is what his name can do for everything else it sells.

A new Launchmetrics report, “The Desirability Gap,” released Wednesday, puts numbers behind that ambition. Across the 50 highest-ranking mass-market fashion brands by its proprietary Media Impact Value metric, brands using premium strategies averaged twice the MIV of those that did not between January 2025 and June 2026. Those strategies included designer partnerships, creative appointments, ambassadors and appearances at major cultural events.

The question for retailers is how to make that attention outlast the collection. Zara’s two-year Galliano partnership and Gap’s ongoing investment in Zac Posen’s GapStudio offer two approaches to making high-fashion credibility part of a broader business.

Continue reading this article on glossy.co. Sign up for Glossy newsletters to get the latest on the business of beauty, fashion and pop culture.



Source link
Related Topics:eCommerce

Disclaimer

We strive to uphold the highest ethical standards in all of our reporting and coverage. We TheMorningPulse.fyi want to be transparent with our readers about any potential conflicts of interest that may arise in our work. It's possible that some of the investors we feature may have connections to other businesses, including competitors or companies we write about. However, we want to assure our readers that this will not have any impact on the integrity or impartiality of our reporting. We are committed to delivering accurate, unbiased news and information to our audience, and we will continue to uphold our ethics and principles in all of our work. Thank you for your trust and support.