A look from Pull&Bear

PARIS — Capitalizing on its digital prowess, Zara-owner Inditex is bringing Pull & Bear to the U.S., launching the youthful, fast-fashion label online starting Tuesday.

Geared to teenagers and the “young at heart,” Pull & Bear sells a range of men’s and women’s apparel, including brightly colored fake leather jackets, short skirts, puffer coats and hoodies. 

The U.S. will be the fourth market where the brand operates only through e-commerce, following Denmark, Monaco and Finland; it is available in 34 countries.

The move comes as Inditex shoots past rivals in the race to meet the logistics challenge brought on by the rise of e-commerce, using state-of-the-art technology to deliver orders at an ever-faster pace.

The Spanish fast-fashion retailer has pledged to make all of its eight labels available online everywhere in the world by 2020, at which time it plans also to have fully rolled out the group’s integrated stock management system in the countries where there are physical stores.

The system uses radio frequency identification technology to fill online orders with store inventory. Inditex was an early adopter of the technology, fully implemented for the Zara brand in 2016, and followed by smaller brands Massimo Dutti and Pull & Bear.

Swedish rival Hennes & Mauritz, which was a bit later in adopting RFID, is undergoing a broad, technologically geared overhaul after struggling under the weight of unsold inventory last year and in 2017.

Established in 1991, Pull & Bear, which will be available on the web site pullandbear.com, is geared to international consumers, with an environmental bent, according to the company.