Marketing Strategy Of Fast Fashion Clothing Brand Starts From ZARA
According to the index, in August 7th, accompanied by the rise of ZARA parent company Indy Dick (Inditex SA) share price, the fortune of ZARA's father Ortega surpassed Buffett, becoming the third richest in the world and the fast fashion represented by ZARA.
Clothing brand
It has also become a hot topic of public debate.
With the improvement of people's living standard, people's consumption concept has undergone tremendous changes today, and the frequency of buying clothes has increased enormously. This makes the garment market also undergo significant changes, and a number of new forces have emerged, leading to the current market.
These fast fashion brands like ZARA, ONLY and H&M are like WAL-MART in the clothing brand. They have launched a fashion of "fast fashion" all over the world, and they are warmly welcome by the fashionable young people.
"Fast fashion" has become popular and has completely changed the ecological mode of the industry.
How can they achieve such a great success? How closely does their success relate to their marketing strategies and business philosophy? In this article, as a brand and network marketing expert and trainer of a research and service company, Lejk will discuss with readers on this topic.
First, build a fast reaction force based on "fast".
According to the theory of innovation in the "three dimensional theory of marketing - the road to build a strong brand at low cost", Lejk thought that innovation is the root of the existence and development of a brand. Today, only with rapid innovation can we base ourselves on this changeable market. Only by continuous innovation can we win the loyalty and love of customers.
Fast new listing is one of the main reasons why these fast brands can catch consumers.
For those young people who love "fast fashion" brand, the rapid reaction mechanism of these brands is to attract customers' hot spots.
The speed of the short new market, the bright color, the novel style, the unique display all attract the people to stop in the footsteps.
For today's pursuit of fresh and personalized young people, the unique and latest style meets the needs of this group of people for their individuality.
"Quick response" has become the key to win the competition of fast fashion brand.
For them, the emphasis is not on quantity and speed, but on building the fastest supply chain, trying to shorten the production cycle and shorten it from several weeks to days or even hours.
From design to finalization, from the supplier to the processing plant and the final product, every link must be efficient and fast. Therefore, building a fast reaction force in the fashion industry is an effective means for every fast fashion brand to maintain its competitive edge.
H&M, a well-known clothing chain, can complete the whole process from design to merchandise shelves in 3 weeks, which has an incomparable advantage compared with the general clothing brand for several months.
ZARA, known as the DELL computer in the fashion industry, has a 12 day marketing lead period from product design to finished products.
ZARA's "fast" relies on its continuous construction of the core chain of collaborative ecology and the "Trinity".
Designer
The design team of the market experts and buyers each year has introduced about 40 thousand designs, which has also provided sufficient assistance.
Through efficient supply chain integration, ZARA has achieved rapid response to the market and made it the core competitiveness of enterprises, and has become a powerful weapon to hinder competitors from entering.
It can be seen that time is the key to the realization of "fast fashion".
The "fast fashion" brand needs to control and manage every link of production and supply chain in order to enable them to follow up the latest trend quickly and quickly correct the mistakes in a certain link.
Highly optimized whole process management and control system and supply chain are the basic guarantee for its "quick response".
Two, fashion is the soul, keep up with fashion trends, take consumers as the center, and establish a unique brand image.
Only "fast" is far from enough. As a clothing brand, we must move with fashion, make the most appropriate response to fashion, and adjust the supply with the change of fashion.
At the same time, starting from customers, listening to the needs of customers, and constantly improving the design concept.
Customers should be the starting point in all the operational aspects, combining the latest trend with the demand of consumers. The introduction of high fashion and highly targeted fashion items is the key to "fast fashion" brand attracting consumers in the long run.
ZARA, ONLY and other "fast fashion" brands have a large number of excellent designers all over the world.
They are looking for design inspiration in Paris, Milan and other cities to catch the most popular trends of the season and international fashion trends.
The latest fashion information and fashion trends can be quickly aggregated and collected to ensure that these "fast fashion" brands will always be at the forefront of fashion.
At the same time, the trend of fashion should be combined with its unique brand style and positioning. It should also meet the needs of market consumers, fulfill the promise to consumers, flexibly adjust the design direction of commodities, and really change with the change.
At the same time, it also helps to create its own unique brand style when it comes to promoting fashionable products with high sense of beauty, meeting the needs of consumers and highly targeted.
According to the competitive element theory of Liu Jack's original course "network marketing actual combat -- how to make a strategic breakthrough through Internet marketing", customers are the starting point of all brand operation.
ZARA is from the store, there will be a continuous collection of customer demand information and feedback, such as style, color, design, fabric, and many other aspects affecting consumers' purchase decisions.
ZARA will refer to the needs of consumers, and combine them with the latest fashions. It is also one of the key elements for creating another sales miracle.
Three, low price to create "within reach".
Luxury goods
Force terminal enhances consumer stickiness.
Small profits and quick turnover are also one of the successful ways of "fast fashion" brand. Cheap is no longer a taboo of fashion, and becomes a weapon to explore the ability of middle-income consumers.
The price of "luxury" and "acceptable" to ordinary people, and the design, tailoring and style that are close to the international first-line brand are the general impression of "fast fashion" brand.
A lot of patterns can only be seen in fashion magazines. When consumers enter these "fast fashion" brand stores, they can buy similar clothes at a low price.
Jack, a marketing expert at Peking University and Tsinghua president, pointed out that this "cheap fashion paradise" mode attracted many middle-income people and young people, becoming a shortcut for them to become fashions, and at the same time, greatly expanding the brand consumer population.
In recent years, the "fast fashion" brand is still rising at the same time. In addition to seizing the "head" in the process of operation, that is, the speed of design and development, the terminal store as the "tail" of the "fast fashion" brand is also one of its core strengths.
The huge business area, the gold business area adjacent to the top brands and the goods that are high in time have created a strong fashion experience for the customers, and stimulate the consumption desire of the target customers through the most direct channel of the store.
At the same time, the professional service provided by terminal channels has greatly enhanced user stickiness.
In ZARA and ONLY stores, each shopping guide is trained by professional knowledge. They are young, enthusiastic and energetic.
Before each new listing, the brand will conduct training for store owners and shopping guides, including different types of customers for different styles, and how to match specific clothing.
This will enable the terminal service staff to have a detailed understanding of the latest design concept, so as to help customers select the most appropriate style, guide them to complete the best match, better serve customers and give customers a better experience.
To sum up, miss Jack believes that in this era of "fast", the significance of clothes to people has evolved from wearable textiles to fast fashion consumer goods. Most consumers want to have fashionable products faster, more and cheaper.
First class image, second rate product and three price are the words that young people often love to describe these "fast fashion" brands.
The cornerstone of the success of fast fashion brands lies in the appropriate brand development strategy, the rapid reaction mechanism, the excellent design team of the fashion spirit, the efficient management control system, the effective price strategy and the solid terminal construction.
What surprises will the brand of "fast fashion", represented by ZARA and ONLY, bring us? How will the industry continue to change? Let's wait and see.
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