Zara removes TRF category as it refreshes brand

Zara

Zara has rationalised its brand offer by removing the TRF category from both its online website and app. The removal of TRF comes in conjunction with the launch of new updates to its website.

This range was previously known as Trafaluc and catered to a teen market with more affordable pricing than its main line. The category was removed from the app several months ago and the latest move follows numerous brand changes from the Spanish giant.

A year ago Zara launched its new logo and has placed a clear focus on creating a fresher brand identity. It has introduced Zara home onto its main website, developed its fragrance collection further through collaborating with leading British perfumer Jo Malone, and enhanced its SRPLS military-inspired collection. It has also been exploring customisation via a new Edited collection.

Zara achieved a 10% uplift in UK sales in the year to 31 January 2019 and the Inditex-owned brand said it would continue to open more stores in this market “as soon as suitable opportunities arise”.

In accounts filed at Companies House, the UK arm of the Spanish giant, recorded sales of £772.5 million, compared to £704.8m year before. However its cost of sales in this market outpaced its sales growth leading to profits being more than halved at £22.3m at pre-tax level, compared to £53.2m in the prior year.