Zara's website is often ridiculed for being confusing. This helps Zara target aspirational shoppers who can't afford to splurge on high fashion. Luxury giants such as LVMH and Kering have seen sales slow in recent months, in part because aspirational shoppers are being squeezed. Zara stores have a minimalist look. It's reminiscent of the experience of browsing luxury brands online, she says, where customers looking to add a ready-to-wear item to their basket often have to find a boutique where the product is available first.

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Persons: —, Zara, Kering, it's, Rober, Tariro Makoni, Makoni, Burberry, Gucci, Carlotto, Omer Messinger, Yves Saint Laurent's, Stefano Pilati, Cindy Crawford, Kaia Gerber, Mike Marsland, Sokolova, Zara ., Crawford, Kaia —, Saint Laurent Organizations: Service, Europa Press, Getty, Business, Sotheby's Institute of Art Locations: Zara, Instagram, Paris, Saint