Hellooo Zara

Finally. Atlanta finally has a Zara (enter rejoicing voices here)! The Spanish fast-fashion retailer recently opened up a store at Lenox Square mall, which I just so happened to stumble upon during a "research excursion" (it's okay, you can admit that you're jealous, my job is pretty awesome). A sign announcing the new store caught me by surprise and pointed me down the revamped wing of the mall with a big fabulous arrow and the words "Now Open."

"Now open?!" I practically screamed in disbelief. I don't think anyone has ever made such a sharp turn before--I bolted down the corridor with images of cute tops and stylish pants dancing through my head in a fashion-frenzy-induced, almost rabid state. Upon reaching the storefront, I did a quick glance-over and dashed inside, restraining myself from rushing forward with arms outstretched, shouting "gimme, gimme, gimme" (not to be confused with the new Britney Spears song). Once inside, a fashion mecca greeted me with a plethora of affordable work suits, coats, dresses and tops galore. I spent a good amount of time inside the store, as if stuck in a kind of time warp where the minutes (hours?) seemed to disappear into space. After carefully perusing the plentitude of racks for every possible item of clothing that might tickle my fancy, I left the store with one sole item--a deep chocolate brown, v-neck, supersoft blouse (for only $20!). I was in fashion heaven.

Unfortunately, a little bit of hell tainted my paradise in the form of unknowledgeable and rude sales associates. But have no fear, I was still happy as can be--no one, not even a snide saleswoman, could ruin my day.  I chocked it up to the fact that the store was still new and the staff was still getting acclimated. We'll see if this is the case the next time I go back.

In terms of store design, I have no complaints. The location isn't the most innovative thing I've seen, but it is pleasant enough--nice layout, easy-to-shop, and cozy yet modern. Definitely more approachable than the Zara in Dadeland Mall in Miami (which is pretty nice itself).

Now that Zara is here, the next step is H&M, which is expected to open up in the mixed-use center Atlantic Station in spring 2008. I don't particularly like frequenting Atlantic Station because it is a little far from where I live, but I do make exceptions--especially in the name of "research."

--Jessie Bove

Photo: The Zara at Union Square in San Francisco