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The "Long Tail Theory" Of Zara And Other Fast Fashion Brands Has Been Manipulated.

2011/6/24 11:05:00 77

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Zara Fast Fashion Brand "Long Tail Theory"

"Well dressed, and not bankrupt."

This is fast.

fashion

The most touching dialogue of customers.

However, when the first fast fashion brand entered China in 2006, it has been 5 years since then.

Wardrobe

Earthshaking changes are taking place.

The number of formal garments is obviously less, high quality and expensive.

Suit

Almost disappear from the horizon, instead of the popular single item of low quality.

In the 90 century of the last century, the passion for Prada's little black dress was fading away. Now what we are most concerned about is what new products have been purchased on the shelves of Zara, H&M and Topshop this week.

The desire for fashion products becomes more and more strong, but the real style is abandoned and forgotten.

Is the logic of fast fashion really right? It may be a marketing strategy to make our brains hot, and what you snap up may be just the 101st extra items in the wardrobe.

Fast fashion "long tail theory"

I wonder if you have heard of the famous "long tail theory" in economics. When Chris Anderson, editor in chief of the American magazine "connect" magazine, discovered a rule by analyzing the statistics of the music, that is, the sum of the value of the infinitely small market will not be inferior to those of the most popular commodities such as China, Japan and China.

This means that a small number of popular products from the head of the demand curve to the niche product and market at the tail end of the demand curve can also get the same profit.

Internet predator Google is a typical "long tail" company.

The most popular fast fashion brand Zara, known as the Google of the fashion industry, is targeted at "non gold customers" - young people who pursue fashion but have no high spending power.

The fashionable and cheap products designed for them are strongly pursued by these people.

Through this supply and demand mode, Zara realized its "long tail effect" and found the mass customers outside the luxury consumption crowd.

As well as Zara, there is also a British fast fashion brand Topshop, which is regarded as a typical "long tail theory" practitioner. Its founder, Philip Green holding Arcadia group's seven clothing brands can be categorized as "fast fashion" brand.

Their response to fashion is very fast. The product combines the dual mode of buyer purchase and independent design, and the brands within the group cooperate closely, and each takes on different roles.

ArcadiaGroup alone has more than 2000 franchised stores in the UK, the largest fashion retailer in the UK.

In the first two quarters of the Topshop brand, it created a staggering sales of 1 billion. At that time, the total retail sales of British apparel were only 7 billion pounds.

The perfect manipulation of fashion

High profits make fast fashion become the industry standard of fashion industry. More and more styles of clothing are becoming more and more fast.

High street fashion is very vigilant and responsive to fashion trends and consumer demand.

Topshop's nirvana is that it has the fastest supply chain, and the production cycle is reduced to the original 1/4.

A few years ago, it took 20 weeks for a factory to complete an order of 40 thousand garments for 4 styles.

Today, the factory can complete 5000 pieces a week, spend 4 weeks to make 20 thousand pieces of shelves first, wear the idol stars to wear the street to test the water, and then decide whether the remaining orders should continue according to the sales situation.

If the response is enthusiastic, it will be added immediately.

At this point, Zara is a better practice. Their popular products will not increase their output. The aim is to give customers a psychological hint that they will miss it later, so that customers can buy new products with conditioned response and be annoyed by their hesitation.

Are you familiar with such an experience?