Zara Sydney! And why it's big fashion news

So, the Zara phenomenon... what's the big deal?

Well... it's the world's largest retail clothing chain - in fact, a staggering $11 billion empire.

And finally, it's in Australia (Sydney now open; Melbourne soon!)

Have you been yet?

Perhaps you were one of the 13,000 people through the doors at Zara Sydney today... yes, according to Zara's Sydney PR company Torstar, this many people traipsed through the Zara doors on Tuesday April 27.

Most retailers offer around 2000 products a year - not Zara. The clothing chain will be producing 14,000 a year!

And therein lies the attraction for many: the sheer volume of choice, plus how quickly the brand translates catwalk trends to their stores (it is said to be two weeks, from runway to rack).

The Sydney store opening last week saw the doors swung open to media on Tuesday and to the public the next day.

It was a buying-up frenzy. One of my friends, who shopped there on the Wednesday, wondered whether we had cleaned out the store's stock during opening night (during which the most delicious canapes and champers was served... why oh why aren't all retail experiences like this!?).

So, what are the prices like? Pretty good, some really fab. I picked up the cutest tulle skirt for my daughter for just under $30, a cute cardie for my son for the same price, and some dressy tees for around the same price for the husband and I. I must admit that although I loved what was on offer on the street level floor, I was very much drawn to the somewhat younger, more urban 'TRF' collection. Think faux fur vests (my lust-have right now), retro leather jackets, denim cut offs (I can't pull those off!), and cool scarves and accessories. Shopping heaven.

This is the most comprehensive report I have seen on the brand so far (well done, resident TV fashionista, Today Tonight reporter Sally Obermeder):

http://au.todaytonight.yahoo.com/article/9189950/general/zara-coming-australia

To become a Facebook fan of the brand, go here: https://www.facebook.com/?ref=home#!/Zara

And for more on the brand (including global store listings and lookbooks) go here: http://www.zara.com/