Dana Rapaport turned the boring tights into Exxori with a statement • In recent years she has also added to the business swimwear • We looked at how she managed the Corona crisis

Brand: ZOHARA

Location: Dizengoff 255 Tel Aviv

Website: Zoharatights.co.il

Owner: Dana Rappaport

One of the areas that has kept conservative in design for years is the tights field, but then Dana Rapaport came up with the brand that showed that tights can also be trendy and can fit into any wardrobe.

Rappaport says, "I created the brand a decade ago. The idea was to take a boring item and make it an Exxori with a statement. The market was then largely dominated by tights with a variety of basic colors. Since then we have developed our wine line for girls and there is a wide selection of footwear options." She said, "There are many amazing tights brands but they have stayed at Basics and we specialize in designs. We are the only company that uses tights printing technique.

Rappaport entered another field, swimwear. She says, "Three years ago, we launched women's swimwear in all sizes with support and shaping. We used cut-outs from the 1970s and introduced fabrics and interior support technologies. The price of bras is NIS 259 ​​- 299, underwear: NIS 189 - 209 and swimwear 469 NIS -519. "

How did the Corona crisis affect you?

"We made changes before the crisis. We closed our second store in Gindi and reduced the number of employees. We decided to close the store since most of our focus has been online in recent years. We are also wholesalers. "

Our tights are made in China and Italy and our swimsuits are made in Turkey. We have had a production injury in China, but we hope to launch the collection in time. At the beginning of the crisis, we tried to think about what to do, and we considered transferring production to Italy and then it started there, but in the meantime everyone was back in business. "

Swimwear at cheap prices, the crisis will hurt the more prestigious brands?

"I think it will be the opposite, people will appreciate what they buy, buy less and better quality. At the same time, the market is pre-shock. I hope everyone will be able to get through it safely. Of course, the larger networks are more likely to survive because they have more financial capabilities And each company will have to make its own change, and those who don't make a change will find themselves in trouble. "

Do you have dreams of developing abroad?

"We had plans to do it on digital next winter in the US, but we decided to postpone it as we go along and return to another platform. We have an American site, but we have a desire to do it more seriously. "