Analysis: Buyer Model And Zara Brand Operation Case

Founded in 1975 in Spain. ZARA The brand is one of the many brands of the Inditex group. It ranks the third and Spain's number one clothing retailer. It has established more than more than 2000 clothing chains in 56 countries around the world. The large scale of ZARA is totally inferior to the first big chain brand GAP in the United States, and its interest rate in 2004 is 3.5% higher than that in GAP. Its success depends on the unassailable mode of operation: the buyer's clothing management mode. The founder of the fashion buyer's operation mode, Mr. Wang Shiru, accepted the Inditex group's restructuring of the buying and selling mode of the undergarment brands in 2000.

　　 Inditex The group's Zara, Pull and Bear, Massimo Dutti, Bershka, Stradivarius, Oysho, Zara Home and Zara nine clothing retail brands, of which nine are the most famous brands, is the flagship brand of the company. Its brands are located in different market positioning and operation in different markets. Among them, Zara is one of the brands that are most close to buyer's operation.

Then, what aspects of the transformation of the buyer's mode of operation of clothing enterprises? Through the case of Inditex group's restructuring, we can see the process of the buyer's operation mode and the operation of the buyer.

I. training Buyer group

In the reform of the buyer's operation mode, the first thing to do is to train the buyer professionally. For Zara, more than 200 professional designers with brand names are required to train buyers.

According to the professional knowledge and operation experience of these designers, the information gap consciousness of their operation is first standardized. The design of clothing products is based on the collection of information among ordinary designers, and the collection of information comes from the information collected by designers in the market. These information will directly affect designers' design schemes. Designers will be trained for three months for buyers' operation knowledge, so that these designers can acquire the knowledge and skills of buyers in a very short time. The designers of clothing become buyers with their own precondition, that is, their sensitivity to fashion styles and the inertia of fashion.

Buyers' knowledge and skills training focuses on the following aspects:

1. Training in design knowledge.

Although some designers have been serving the brand for many years, many of them have made outstanding achievements in the field of fashion, but Wang Shiru has persisted in training all the designers of their brands. The main points of their training are the knowledge of key technologies such as clothing product design, color understanding, and pop color discovery techniques, so that the company designer clears up the practical design knowledge and skills that must be possessed by the designer.

2. Training of knowledge and skills in clothing market operation.

Buyers need knowledge of clothing market operation, and can make clear the market segmentation, market positioning, price strategy and consumption behavior of different brands. It is also necessary to have a clear grasp of competitors' market operation information. This will make the products developed by ourselves better targeted. At the same time, the marketing knowledge that different clothing styles may need will be embodied in the new clothing marketing, and the creators of these clothing products are these buyers. Buyers need to create a fashion product marketing concept to stimulate the consumption of the market while creating their own clothing products. The training of buyer's clothing market knowledge is very important. This is also the fact that buyers are different from apparel products designers only know the different points of design and knowledge and skills.

3. Training buyers to establish their own information procurement channels in the market.

Market information is the main source of buyer's clothing development with the fastest and shortest time. For Zara buyers, information determines the speed of product development and the quality of development. From the product listing of Zara now, it can be seen that some products have already appeared such products when their fashion messages are not used by other clothing brands. Moreover, the development of a small number of styles will make consumers at the expense of personalized consumption meet their psychological needs. The construction of market information network for buyers is mainly to allow buyers to establish their own hunter and probe groups in their respective market operations. These two groups are strong supporters of buyers' access to market information, or buyers' eyes. Hunter groups are the source of information for new product development for buyers, and the selling of sales information for buyers. These two groups constitute the buyer's information network.

4. Skill training for sample buying and bulk purchasing in the market.

Buyers sample clothes are purchased to improve their demand for product development. Different clothing brands in the market need to be retailing in the market. This is also the place where buyers need to analyze and purchase their styles. The sample purchased should have the practicability of its own brand product development instead of random buying.

Bulk purchase is a purchasing behavior of buyers in some OEM manufacturers. This requires buyers to plan procurement projects before purchasing. For some OEM manufacturers who cooperate with buyers, buyers need frequent patronage of their product development workshops. The style that suits oneself brand management should undertake batch purchase. These knowledge skills enable buyers not only to develop themselves in the market, but also to learn from other professional manufacturers to develop products, which effectively promotes the speed of product development and the time cycle of new styles.