Zara "15 Days Of Myth" Shattered &Nbsp; Local Brands Wanted Later.

Wedding banquet

Li Ping said, how embarrassed and embarrassed at that time.

He had to go back to the locker room and ask the best man to go near.

The price of 699 yuan split Zara trousers, almost from the crotch to the back, is torn in two.

Zara's famous "15 day myth" has brought devastating impact to the fashion industry. It has reduced the supply chain to only two weeks, and the design, production and delivery have been completed within 15 days.

"Fast fashion" is rapidly becoming popular, and quality problems are also coming together like its shadow.

Be quick and cheap.

According to convention, this pair of trousers should be the designer team of Zara after capturing the trend elements of the big T stage show, integrating their own styles, and designing the first time.

"Every time you see a show, there are always Zara and H&M designers and buyers in the front row."

A brand designer said that these designers and buyers will immediately link up the next stage of fashion elements to make accurate analysis. In the shortest two weeks, the fashion similar items on the big T platform will appear in the Zara window.

The news weekly said Zara from Spain was a clothing company that made the fashion industry scared.

Even once a week, customers can always see new products in the window model.

On the shelf, you can easily find "Armani" or "Prada" clothes.

In addition to some minor differences, they are even copies of T's show on a few days ago, but the price is less than 1/5.

This is the design concept of Zara, turning the emerging trend into reality, and the most important thing is the price acceptable to the public.

In Europe, every year Zara pays a lot of fines to those top brands.

Zara's famous "15 day myth" has brought devastating impact to the fashion industry. It has reduced the supply chain to only two weeks, and the design, production and delivery have been completed within 15 days.

Weddings on weddings are produced in Romania, while other partners may come from sweatshops such as Brazil.

Brazil's investigative TV program "ALiga" recently exposed Zara's sweatshop in Brazil.

7 migrant workers from Bolivia, who work 14 hours a day, work 7 days a week, make jeans priced at $126.

An intelligence official at the Ministry of labour in St Paul, Brazil, said that one of Zara's clothing outsourcing factories had 33 secret workshops, producing at least 50 thousand items in the past 3 months.

In the program, a Bolivia worker claimed that the price of a pair of jeans from Zara in Brazil was about 200 (722 yuan), while its production cost was only 1.8 (6.5 yuan).

In 2006, Zara entered China, and fashion became popular quickly.

In order to shorten the production cycle, many clothing companies are not strict in management, for example, fabric inspection, only a batch.

After seeing the cracking condition of Li Ping's trousers, a brand operation director of the industry decided that the fabric quality was a problem and the tear strength was poor.

And the production is not strictly controlled, perhaps the internal joint fabric is too little, or no edge, so that sewing thread can not bite the fabric.

Generally speaking, the fabric is provided by Zara, and the factory itself is custom-made. Because of the continuous introduction of the new style, the number of suppliers is large and the replacement is frequent. It is difficult to ensure that all the fabrics of the supply chain pass through, but each fabric is unrealistic and costly.

Although different batches of fabric feel almost the same, but the actual detection value is quite different.

Fabric is a key link in the competition of garment industry. For garment enterprises, frequent replacement of fabric suppliers is a taboo.

But Zara also won the young people's favorite, because the material is various, the style is diverse, the same fabric's similar style is also cheaper than the colleague.

Zara emphasizes colourful and brightly colored, the more dyes are used, and the more the surface color is, the easier it is to fall off, resulting in poor color fastness of fabrics.

In addition, gray fabric must be treated after dyeing to reduce pH and formaldehyde content. If the process does not pass, it may cause pH value and formaldehyde content to exceed the standard.

In China, Zara has been published by the local industry and Commerce Bureau for quality problems. The reasons are mostly three color fastness, pH value and formaldehyde content.

Rational choice

Two weeks is enough for Li Ping's trousers to come to China Customs from their country of origin.

As a rule, every batch of products should be accompanied by quality inspection reports at the local factory, but the report may not be recognized because the quality standards of each country are different.

After passing the inspection of the customs and Commodity Inspection Bureau of China Customs, the trousers arrived at the store and hung the price tag of RMB 699 yuan.

The price is generally similar to the H&M next door, even cheaper, but it is much cheaper than the Esprit.

Zara's stores are very popular with consumers: large pavements in gold lots, up and down two floors, bright and clear.

Like many guys, the pants adores the old white haired man named Amancio Ortega Gaona. He opened a small shop called Zara in La Coruna, Spain in 1975 and later became a Inditex group.

The group is one of Spain's most successful businesses, and its 78% turnover comes from Zara.

The white haired old man once became the richest man in Spain.

But in Europe, his style is rated as "fear of the fashion industry" and "no business ethics" because he is more of a "plagiarism" role.

Lawsuits can not shake the position of Zara in the fast fashion world.

Commentator article said: "it is best not to get entangled with AmancioOrtegaGaona about business ethics. He is willing to go to court with you and pay tens of millions of euros a year for allegations of plagiarism.

It doesn't matter. He can still get hundreds of millions of euros in profits from Zara.

Between the bad name and the profit, he chose the latter wisely. "

This "rational" choice led Zara to outstrip H&M in 2005 to become Europe's largest clothing retailer, exceeding GAP in 2008 and becoming the world's largest apparel retailer.

In 2011, the number of Zara stores covering China will also increase from 30 to 42.

The myth of "15 days" will not always be a secret.

Nowadays, a group of local brands represented by the Guangzhou brand BANNABANNA also began to join the fast fashion movement of the garment industry.

In addition to the regular production team, BANNABANNA does not hesitate to spend a lot of money to set up a fast production project team, which is responsible for tracking the whole process from "buyer, design, production to logistics".