If you live in America’s East or West coasts consider yourself lucky. The number of Zara stores around is as easily accessible as any Starbucks bathroom. However, if you live somewhere in the boondocks known as Middle Earth America you’re basically shit out of luck. There are 45 stores in the U.S. located mostly in major cities, and with plans to expand, don’t expect the Spain-based retailer to raise a store in any midwestern states just yet.
There are two reasons as to why it’s tough to open up shop in Middle America. According to José Luis Nueno, a professor of marketing at I.E.S.E. Business School in Madrid “The U.S. is really complex because it’s about putting stores in shopping malls in the middle of nowhere. Fashionistas live on the East and West coasts. Then everyone else dresses in the Gap and Walmart and T. J. Maxx.” And Columbia Business School Professor Nelson Fraiman states that “Zara to me is a European store for European style; it’s very fashion forward. And what is the problem in America? They don’t fit in the clothes. So why do it? Having to make larger sizes makes production so much more complex.” We have to admit that America does have some well-documented obesity issues, but there are ton of stylish fat people, and they need some love too. How about making your sizes a bit bigger, Zara? For now, at least skinny middle Americans have Zara’s online shop to rely on.