TOO View - Lefties, Lisbon

Zara's 20-year-old discount sister brand

A few members of the team recently visited Portugal's capital city, Lisbon for a client/research trip. Whilst there we thought we would stop by fashion retailer Lefties. 

For those who don't know who Lefties are...
They are part of the Spanish-based retail giant Inditex who own Zara and Pull & Bear to name a few. Lefties will run as Zara's 20-year-old discount sister brand and will take on rivals H&M and Primark. 

When walking into the store you are welcomed by the fresh mix of lighting and materials which hue on an industrial feel. Easily recognisable areas of the store are segmented by a clever use of floor vinyl which feels more stylish than divisional. 

It also features a wide variety of unitary which feel playful yet simple and consistent. They also add a premium feel and seem far more superior to their rivals Primark and H&M.

A large number of digital screens feature throughout the store which is great for pushing digital content and expanding on their seasonal campaigns. The content which featured on our visit (Sale) seemed too distracting whilst shopping and felt more like a headache than a bargain!

Mannequins were well merchandised and showed a variety of collections. Featured products were well positioned around the relevant mannequins.

One thing that really stood out was how impactful the workout campaign photography was when used in store. Positioned behind product wall bays, this really helps to showcase a collection and draws your attention to the area. The subtle use of vinyl on the floor to introduce the collection was an intriguing way of drawing attention without shouting about it. 

Overall it was a great shopping experience and shows that just because the product is cheap doesn't mean that the interior has to feel cheap. Let's hope we see Lefties on a British high street very soon!

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