Zara’s cycling range could change rider fashion forever

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The Zara cycling collection, is about stealthy aesthetics, instead of bright colours. (Photo: Zara)
The Zara cycling collection, is about stealthy aesthetics, instead of bright colours. (Photo: Zara)

The cycling apparel market rarely faces external competition.

Dominant global fashion brands avoid cycling due to activity fabrics and rider features, adding too much cost. And the volumes being comparatively small, in absolute fashion retailing terms. But things are changing. 

As cycling has enjoyed its most prolific growth phase since the pandemic, the market is changing. And product planners at dedicated cycling brands are experiencing new rivals emerging. With enormous design resources and distribution channels.

Zara is a dominant presence in all fashion segments globally. And the Spanish brand has now added a cycling range to its collection.

Few fashion brands can match Zara’s customer knowledge. Or global distribution. (Photo: Zara)

Challenging the traditional cycling structure 

Zara’s new cycling product includes bib shorts, technical t-shirts, sweatshirts base layers, and a windbreaker. There is also a collaboration with esteemed Italian cycling brand, fi’zi:k, offering its Terra Ergolace X2 riding shoe.

Cycling apparel is skewed towards men, with greater product diversity and options than any women’s range.

Drawing on its unrivalled experience in fashion and global retail, Zara’s product planners have done the opposite. Zara is offering twice as many cycling clothing essentials for women than men in its new range.

Big brand competition could change cycling fashion 

The Zara cycling range has prioritized earthy tones instead of an overly bold design. That design logic makes sense, with most Zara cycling garments targeted at gravel riders and urban commuters.

What does Zara’s journey into the cycling market mean for riders?

Adidas disengaged from cycling, for a period, before relaunching. With Zara entering the cycling market, there will be pressure on legacy rider brands to rethink their product offerings. 

And the outcome could be better apparel and retail experiences, for all riders.


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