Fashion Site Adika Under Fire for Price Hikes and Shabbat Closure

The relaunched fashion website Adika has sparked customer backlash following its re-launch, with complaints centering on significantly increased prices and a decision to close the site on Shabbat (Sabbath). Singer Odia, who is leading the brand's new campaign, reportedly observes Shabbat, leading to the site's closure from Friday to Saturday. Customers argue that the new Adika, inspired by Odia, is charging premium prices, with items like a basic t-shirt costing up to 200 shekels, compared to much lower prices in the past. Some compare the current pricing to "SHEIN at factory prices" and find the styles have changed from the brand's previous identity as a trendy, affordable option.

Past prices cited include dresses for 80 shekels and shorts for 30 shekels, while current prices for items like jeans are nearly 300 shekels and hoodies are around 260 shekels. While some higher-priced items exist, the overall trend is perceived as a significant increase from Adika's former market position. Customers have expressed frustration, with comments like "The prices are robbery" and "This isn't the Adika I know."

The decision to close the site for Shabbat has also drawn criticism, with some customers viewing it as a marketing gimmick rather than a genuine observance, especially given that Odia's music and concert tickets are still available for purchase on streaming platforms and through ticketing sites during Shabbat. Critics point to a perceived double standard, questioning the logic of closing a fashion site while other aspects of her career remain accessible.

However, the move has also garnered support from those who commend Odia for adhering to her religious principles. Supporters argue that it is her right to observe Shabbat and that the closure is a personal choice for the brand, not an attempt to impose religious observance on others. They highlight that other religious or religiously-affiliated businesses also close on Shabbat, providing examples like Optica Halperin and various museums that temporarily suspend online operations.

Adika is reportedly owned by Golf and Yevgeny Adam, father of singer Omer Adam. The strategy of closing the site on Shabbat, while creating publicity, has alienated a segment of its customer base who prioritize affordability and accessibility over religious observance.