New Budget Brand Launched by Inditex to Compete with Shein’s Success

Fashion giant Inditex is making moves to stay ahead in the fast-fashion game with the relaunch of its brand, Lefties. While Inditex has been dominating the industry for years, rising competition from platforms like Shein and Temu has prompted the company to take action.

Originally launched as a Zara outlet twenty years ago, Lefties has now established itself as a standalone brand offering affordable jeans, clothing, and accessories for less than 20 euros. With 17 stores in the Middle East and South America and 25 in Spain, Lefties has seen a steady increase in customers, growing from 3.5 million to 5 million between 2019 and 2023 in Inditex’s home country.

Inditex’s decision to revamp Lefties comes as part of a larger strategy to differentiate its brands and cater to a wider audience. By elevating the creative level of Zara’s communication and engaging in collaborations with renowned photographers like Steven Meisel and Alasdair McLellan, Zara now targets a more high-end aesthetic, distinct from the competition posed by Shein and Temu.

With a focus on delivery speed and strategic marketing practices, Lefties is poised for growth in various markets. The brand’s success is already evident in Portugal, Romania, Turkey, and the United Arab Emirates, where it has begun to establish a presence through franchising partners. This expansion comes at a time when other Inditex-owned brands like Bershka and Pull&Bear are closing stores globally, signaling a shift in the company’s approach to meet evolving consumer demands.