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Analysis Of Similarities And Differences Between ZARA And H&M Marketing

2010/10/28 10:28:00 110

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When it comes to fast fashion, people must think of ZARA and H&M as the two major retail giants. They are the fashion apparel industry's alternative, creating a fast fashion (FastFashion) mode and spreading rapidly among consumers. Even though they are fast fashion, what are the similarities and differences between ZARA and H&M?

Same point:

The success of ZARA and H&M lies in the fact that they have caught the industry.

essence

It is in line with the current social situation, and is also in line with the present and future development.

trend

。

According to expert analysis, it is a M society.

Luxury wind

Complex needs have made ZARA and H&M.

Nowadays, the United States and many other countries are already M type society. In the future, more countries will enter the M society, and the middle class will be greatly reduced in the future. This makes people more demanding on the price of clothing, and the parity becomes a big demand. Luxury is blowing among young people, and many people are pursuing thousands of luxuries at any cost. But not everyone can afford it. ZARA and H&M have opened up another space for those who pursue luxury goods. The demand of consumers for fashion has always been increasing. Complex demands require ZARA and H&M to constantly update their styles, and constantly bring forth new ideas, and people want their clothes to be "distinctive" and "unique".

ZARA launches about 12000 kinds of fashions in a year, and the amount of each fashion is generally not large.

Both ZARA and H&M greatly improve the lead time.

Leading time is the time from design to the sale of clothes on the counter.

China's clothing industry usually takes 6~9 months, and international brand names can generally reach 120 days, while ZARA is generally 7-12 days. H&M compresses the time from the design to the shelves, and the shortest is three weeks.

The reduction of lead time also brings profits directly to enterprises, and the cost will be increased if the lead time is more than one day.

ZARA first starts with consumers, then feedbacks to stores, stores are aggregated to design, and then purchases and produces fashionable new products. This way, design and production are closely integrated to achieve production in different countries, and local sales. H&M daily analyzes sales performance of each garment in country and store units, and grasps which products are hot. It needs to increase production and supply goods more smoothly.