In September last year Zara announced the launch of a New store concept in Lisbon. In addition to multiple novelties of design and technology applied to the shopping experience, the Galician brand explained that “for an even more special and novel experience, our clients can find the“ Zara By Castro ”bakery, a collaboration a Portuguese atelier specialized in the preparation of cream cakes- where our clients can enjoy a specialty coffee and taste a cream of cream memories”.
A novelty, to combine the purchase in Zara with the atmosphere of a cafeteria, which soon crossed the border and arrived in Spain. Thus, in November, the company opened its first ZACFFÉ In Madrid. A careful space, with orientation towards the gourmet and that, as in the case of Lisbon, combined the pastry with the cafeteria to give a new style to one of its stores in the Salamanca neighborhood.
The launch in March 2025 of Zara's store in Nanjing (China) He followed these same patterns. The store even has an interactive area where customers can test clothes and visualize the result in real time. Multiple cameras and lighting sets allow to record videos, which can be downloaded directly to the mobile to share them on social networks. In addition, users can manage their schedule reserve through the application of the popular Chinese Wechat messaging. And also, of course, there is care space for coffee. A concept that, predictably, will see other markets like Japan shortly.
Fashion fashion in fashion
The truth is that Zara's movement was not especially original in the fashion world. In recent years more and more brands in the sector (and not precisely those oriented at low prices) have opted to include these spaces within their physical stores: Prada, Gucci, Louis Vuitton, Dior and Ralph Lauren They are some of them.
Of course, this movement does not arise from nothing. Behind there is a studied strategy to strengthen your identity and improve customer experience. In the same way that we see how every time the Integration between online and offline channels It is deeper at all levels, giving buyers all facilities to have what they need, when they need it and where they need it, Large brands seek to offer a more immersive physical purchase experiencewhere they not only sell clothes, but also transmit a lifestyle. A coffee inside the store allows customers to Emotionally connect with the brandgenerating a sense of exclusivity and sophistication.
In addition, this strategy helps increase permanence time In the store. When customers have the option of sitting for coffee, they relax and spend more time in space, which increases the possibility of exploring and buying products. This greater exposure to the brand can translate into additional sales.
It is something that explained us Victor Juárez (Hartem) When he launched his new store concept in Madrid, in which he also included a coffee space: «It is another leg of the multichannel structure we have. Collection of web orders in store with electronic lockers, screens to promote the ropo and showrooming, common loyalty club on and off … We don't care where the client bought ». The premises, whose letter includes specialty coffee, Mona Lisa craft beer, toast, brunch, rations, pecking and homemade tap vermouth, also seeks to be an important attraction «for the brands willing to support product push actions, with demos, masterclass, events with artists, presentations, etc …«.
Coffee space inside the Hartem store
Of course, other reasons must not be ignored, such as Income diversification. Although fashion remains its main source of profits, brands can generate additional income through gastronomy. Although its participation in the company's total income is low, proposals such as Ralph's Coffee by Ralph Lauren They have proven to be profitable businesses for themselves, in addition to reinforcing the prestige of the brand.
Likewise, coffee shops contribute to differentiation in a saturated market. In a world where many brands compete to capture customer attention, offer a exclusive gastronomic experience It helps to highlight and loyalty to consumers. Luxury brands like Dior and Louis Vuitton They have taken this to the next level with sophisticated design coffee shops and gourmet menus, strengthening their image of exclusivity.
Ralph's Coffee de Ralph Lauren space
Other brands have not hesitated to bring this strategy to a new level. This is what happens with Gucci Osteria. In Florence, the Gucci Osteria da Massimo Bottura is inside the Garden Gucci, a space in the historic Palazzo Della Mercanzia, which combines boutique, museum and restaurant. In Seoul, the Gucci Osteria is located at the Gaok Gucci, the brand's flagship store in South Korea.
In other locations, such as Beverly Hills and Tokyo, the Osteria Gucci is found in exclusive buildings but not necessarily inside a Gucci store, although the gastronomic design and experience continue to reflect the essence of the brand.
Gucci Osteria in Florence
A “Shareable” space
Another key advantage of this strategy is Impact on social networks. These spaces are usually designed to be highly photogenic, which encourages customers to share their visit on platforms such as Instagram and Tiktok. This free advertising reinforces the digital presence of the brand and attracts more people interested in living the experience.
Obviously, this strategy allows you to attract new customers who might not enter the store just because of clothes. Thus, coffee acts as an entrance door to expand the customer base and reinforce the connection with the public.
The new is the gourmet
In any case, we have a long time that we have examples in Spain of other sales spaces that have opted to include a place for the rest of their customers, although without that gourmet nuance for which they are contributing the clothing brands. It is something that we have seen in stores in the cultural field, such as Fnac, which has with coffee shops in some of its stores. These spaces are configured with places where customers can read and relax, as had already done in the past THE BOOK HOUSE. In another order, the Swedish chain IKEA He has always had his popular restaurants designed so that customers replenish strength after wandering through their extensive corridors.
Image: Gucci
