A wave of renewal is sweeping the Israeli fashion market with the arrival of the Italian fashion brand Tezenis. Having garnered significant success across Europe, Tezenis brings a promise of combining Italian style, quality, and affordable prices. But will this be enough to capture the hearts of discerning Israeli consumers?
Tezenis, part of the Italian Calzedonia Group, is known in Europe for offering a wide range of underwear, swimwear, and leisurewear for women, men, and children. The brand's first store in Israel recently opened in Eilat at the Seven Stars Mall, a strategic move that allows both consumers and tourists to experience the new brand. With the opening of this store, Tezenis aims to introduce the local audience to its philosophy: contemporary design, comfort, and competitive prices.
During a preliminary tour of the store, I was deeply impressed by the experience Tezenis offers Israeli consumers. The swimwear selection is vast, with an incredible array of cuts and colors to suit every taste and style. What really stood out were the unique beachwear items that complete the overall look and allow for a smooth transition from the sea to the promenade.
One of the most impressive aspects was the pricing. Contrary to what one might expect from a European brand, Tezenis' prices are very affordable. This allows Israeli consumers to enjoy Italian quality and design at accessible prices, which is a significant advantage in the local market.
The overall impression of the store was very positive. The atmosphere, the rich selection, and the attractive prices created an enjoyable and exciting shopping experience. It’s clear that many will eagerly await the opening of additional stores across the country, especially in the central region. This certainly seems like a promising hint for the future.
A notable feature of Tezenis is the rapid update rate of its collections. According to company representatives, the brand renews its offerings every four months, allowing it to quickly respond to changes in global trends. This strategy may suit the dynamic Israeli market, characterized by consumers who love to keep up with the latest fashion.
Tezenis' swimwear collection, which receives significant attention in Europe, offers a wide range of styles, from bold prints to more classic designs. The brand also offers a line of swimwear adorned with sequins and stones, clearly appealing to those who want to stand out at the beach.
Beyond swimwear, Tezenis offers a wide clothing collection that includes dresses, skirts, shorts, tank tops, and T-shirts. The brand's linen collection may be particularly attractive to Israeli consumers, considering the local climate.
For example, bra prices range from NIS 49.90 to NIS 159.90, while swimwear is priced between NIS 44.90 and NIS 139.90. These prices position the brand in the mid-range of the Israeli fashion market, potentially allowing it to compete with both fast fashion and premium brands.
However, the Israeli market is known to be competitive and challenging. Many international brands have tried their luck here, with some having to retreat. Tezenis' challenge will be to prove its added value to Israeli consumers, who are already exposed to a wide range of options in underwear and swimwear.
It remains to be seen how the local market will respond to Tezenis' entry. Will Italian style, competitive prices, and frequently updated collections be enough to establish the brand's presence in Israel? The answer will become clear in the coming months as Israeli consumers vote with their feet and wallets.
It is important to note that Tezenis is not the only brand from the Calzedonia Group to recently enter the Israeli market. Calzedonia, the leading swimwear brand from the same group, has also launched in Israel, opening several stores across the country. Calzedonia offers an updated beachwear and swimwear collection for summer 2024, with a focus on innovative designs, rich colors, and diverse prints. With branches in Eilat, Petah Tikva, Ashdod, and Rishon LeZion, Calzedonia is expanding the presence of Italian fashion in Israel, offering Israeli consumers more options for high-quality beach and swim style.