The dress of the summer
Zara’s viral hit of the summer, the infamous polka-dot dress, has helped to boost sales in its stores worldwide.
The £39.99 dress, which had its very own Instagram account dedicated to it, contributed towards sales for Zara’s parent company Inditex growing by 5 per cent over a six-month period.
The Spanish group generated €12.8 billion (about £11.5 billion) in sales in the first half of 2019, as like-for-like sales rose 5 per cent and gross profit increased 7 per cent to €7.3 billion (about £6.5 billion), according to Financial Times.
The dotty dress grew in popularity thanks to its comfort and versatility, as a style that suited all body types. Customers loved the dress so much, that they started to dye the dress different colours in a bid to stand out from the crowd.
The cult buy was so popular that it was re-released in the inverse colour – black with white spots – which proved just as popular as the original. At the height of the summer in July, eBay reports the spotty dress was being searched for 49 times an hour.
The dedicated Instagram account, Hot 4 The Spot, which has 25k followers and counting, documents the dress’ whereabouts and accepts submissions from those who have spotted it.
One woman even decided to get married in the dress, explaining that she originally planned to wear something from her existing wardrobe, until her sister intervened. ‘She forbade me to go to the registry office in an old dress and bought me a new dress the day before our wedding,’ Khusneeva told Huffington Post.
‘I felt happy! I didn’t need anything else: my husband, my close friends and my perfect wedding dress.’
Sales grew across the world and online, as well as across all its sister store brands, including Pull & Bear, Massimo Dutti and Bershka.
According to the Guardian, Inditex’s strong sales stand out from many other struggling fashion retailers such as Topshop, New Look and Marks & Spencer.