Not so long ago Lefties was at the periphery of the Inditex empire, viewed generally as an outlet for the unsellable assortment cast down from Zara, Stradivarius and the like. The poor relation, with a poor proposition for the poorer end of the fashion market.
Now Lefties is at the vanguard of value fashion, with its same low prices, but with an assortment that is now fashionable and desirable to a wider market. The latest store environments show the revolution full-circle, adding more value to the low prices, with a light environment, tressel tables and bespoke furniture and a revolution in digital communication.
Mannequin groups are complemented with large promotional images for hero price points, whilst a journey through the store introduces smaller digital promotions and dynamic price signage.
Most striking is the external logo, not only communicating the brand name but a host of promotional messages flashing from left to right, announcing to the world low prices, daily and weekly product heroes, promotional offers, and the arrival in the Spanish fashion scene of another serious contender in the value fashion market.