Zara has been increasing its overall assortment’s prices, which comes as a strategic move, considering the brand's shift to a more premium brand image, allowing it to comfortably increase brand prices in times of inflation.
As shown by Retviews data, accessories, dresses, and skirts are the departments on which ZARA is significantly rising prices. This comes as the brand increased its dress and skirts assortment in limited editions and collaboration collections by 12% and 160%, respectively.
Aritzia’s accessories cost 20% more than the previous year while prices are cut down on dresses, skirts, and outerwear despite the big success of its Super Puff jacket.
Managing price inflation in 2022
When comparing Aritzia to a mass-tige (also called premium mass) brand such as Massimo Dutti, the brands differ in terms of all leading price points - minimum, maximum, and most frequent price, setting Aritzia’s pricing strategy not so far behind the mass-tige level but placing it head-to-head with Zara, as both brands have become social media sensations.