With consumers in Spain suffering sky-high unemployment rates, record low consumer confidence levels, and enormous public spending cuts – stretching already fragile domestic budgets – consumers have to be more cost-conscious than they’ve ever been in the past. Ironically, this has run parallel to the arrival of modern retailing concepts, such as e-commerce and Asian fast-fashion, which has challenged the existing status quo, and has given consumers in Spain the ability to better shop and compare.
The internet, enabling e-commerce, was first key in allowing consumers the opportunity to better compare prices, giving them the chance to buy top brands at cheaper prices and to have access to lesser known ones. The impressive success of Privalia, Asos, La Redoute, and many others, showed that the traditional clothing and footwear retailer was now being challenged by a new class of competitor. In response, Inditex, and other mid-priced fast-fashion giants, quickly opened their own online store, despite their ubiquitous presence on the Spanish high-streets.