Another coveted international brand is coming to Israel, this time it's a network and other story, but is it a good news for Israelis? Tamar Markovich is not sure

We learned last night (Tuesday) that the prestigious Swedish brand and other story, the big brother of the popular H&M giant, is expected to make an increase.

That's good news overall. Another coveted international brand is at hand, more jobs, another beautiful store in the mall, and above all this is some proof that we are on the map. We are international players in fashion, everyone comes to us, everyone sells here - we have become a nation that matters to her how she dresses.

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And yet, in a small, irrational little place, something in this news brings with it a bit of disappointment. A gentle knowledge in the depths of the brain that now the elitist magic of the Scandinavian secret reserved for visits to the world's largest and most fashionable cities is about to fade away.

I know, these are things that are hardly worth saying, let alone write in such a large volume. But as a representative for a moment of the generation that has gone through the fashionable revolution in the country right on her flesh, this is my little truth.

Twenty-five years ago, here was talking, literally. Zara and Mango were the only international delegates to bring the style we saw on television and in the pictures of Farfari from abroad.

Gradually, more and more brands entered the local market, gradually adding to shopping options, as well as concepts such as trends, capsule collections and season-end prices. When H&M arrived in Israel, they really changed the rules of the game, both in the practical availability of the trends and in the price accessibility. We could all look more fashionable, if we wanted to.

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Local fashion chains have also gone up, offering up-to-date fashion that matches the price and service levels of their competitors from abroad. Incidentally, recently the rise of the corresponding American brand, Anthropologie, the decor was respectable, the local store beautiful and the selection fine, big, just like abroad. Some even the fun of regular visits to the brand's impressive New York stores Destroyed.

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What was a must-have station reserved for a visiting experience in a foreign city, the gem comes off when underneath the same offered experience in Hebrew. The local abundance accumulated over the last fifteen years is a fact. So many options, so many brands, maybe a little too much? It is true that the world is there, but do we really need it all? The big and cheap chains have their own function, the local designers have their own role in the set and also the place of luxury brands we cannot take. Is there a real place for this category of premium networks as well? Do we really need another boutique-friendly chain and prices that are hard to come by here just below the house? Not sure. Given the tiny, struggling market that way, it might be better to continue to be enthralled by them, visiting cold and distant lands.