A wind of renewal is blowing in the Israeli fashion market with the entry of the Italian fashion brand TEZENIS into the local scene. The brand, which has been very successful throughout Europe, brings with it a promise of a combination of Italian style, quality and accessible prices. Will it be enough to win the heart of the sophisticated Israeli consumer?
TEZENIS, part of the Italian Calzedonia group, is known in Europe as a brand that offers a wide range of underwear, swimwear and leisure wear for women, men and children. The brand's first store in Israel was recently opened in Eilat, in the Seven Stars Mall, a strategic move that allows consumers and tourists alike to get an impression of the new brand. With the opening of the store, TEZENIS wishes to present to the local audience the philosophy behind it: Current design, comfort and competitive prices.
During a preliminary tour of the store, I was deeply impressed by the experience that TEZENIS offers to the Israeli consumer. The selection of swimwear is simply huge, offering a crazy variety of cuts and colors to suit every taste and style. What really caught the eye were the special beach clothes, which complete the overall look and allow a smooth transition from the sea to the boardwalk.
One of the things that impressed me the most were the prices. Contrary to what we might expect from a European brand, the prices at TEZENIS are really cheap and affordable. This allows the Israeli consumer to enjoy Italian quality and design at affordable prices, which is definitely a significant advantage in the local market.
The overall impression of the store was extremely positive. The atmosphere in the store, the rich selection and the attractive prices created a fun and exciting shopping experience. There is no doubt that many will be waiting impatiently for the opening of additional stores throughout the country, especially in the central region. It certainly looks like a promising hint for the future to come.
One of the outstanding features of TEZENIS is the rapid update rate of the collections. According to company representatives, the brand is renewed every four months, which allows it to quickly respond to changes in global trends. This is a strategy that may be well suited to the dynamic Israeli market, characterized by consumers who like to keep up to date with fashion innovations.
The TEZENIS swimwear collection, which is getting a lot of attention in Europe, offers a wide variety of styles - from bold prints to more classic designs. The brand also offers a line of swimwear decorated with sequins and stones, a clear appeal to an audience looking to stand out at the beach.
For example, the prices of bras range from NIS 49.90 to NIS 159.90, while swimwear is priced between NIS 44.90 and NIS 139.90. These prices place the brand in the middle range of the Israeli fashion market, which may allow it to compete with both fast fashion and premium brands.
However, the Israeli market is known as a competitive and challenging market. Many international brands tried their luck here, and some had to withdraw. The challenge for TEZENIS will be to prove its added value to the Israeli consumer, who is already exposed to a wide range of options in the field of underwear and swimwear.
It remains to be seen how the local market will react to the entry of TEZENIS. Will the Italian style, competitive prices and renewed collections be enough to establish the brand's position in Israel? The answer to this will become clear in the coming months, when Israeli consumers will vote with their feet and wallets.
It is important to note that TEZENIS is not the only brand from the Calzedonia group that recently entered the Israeli market. CALZEDONIA, the leading swimwear brand from the same group, also landed in Israel and opened several stores throughout the country.
CALZEDONIA offers an up-to-date swimwear and beachwear collection for summer 2024, with an emphasis on innovative designs, rich colors and diverse prints. With branches in Eilat, Petah Tikva, Ashdod and Rishon Lezion, CALZEDONIA expands the presence of Italian fashion in Israel, offering the Israeli consumer additional options for high-quality seaside and beach style.
