Neighbors With Top Fashion Brands

Create Legend

For designers,

It may be a nightmare; but in terms of business operation, it is a near perfect case.

After listening to Professor StefaniaSaviolo, director of the master of fashion and design management at Italy's University of business, and the introduction of the Zara brand, more than 60 MBA and EMBA students from Fudan University's management school send out such laments.

As the principal teacher of "China EU brand building and fashion industry management" course,

To fashion, there is such a series of definitions: "technically speaking, fashion is a textile fabric industry driven by various market behaviors; in terms of semantics, fashion is the non verbal representation of individuals or groups through various symbols and signs; in the aesthetic sense, it is a picture depicted by a designer in some social and cultural background at a certain historical stage, and it is a style trend in dressing, decorating and decorating; and for consumers, the most straightforward expression of fashion is looking beautiful.

"

Stefania pointed out that fashion was once a luxury pronoun. The social trend often originated from a detail of nobility gathering activities. But today, fashion is already a national movement: rich people can buy Chanel and Dior, and ordinary citizens can also get close to Zara or H&M.

In Stefania's view, Zara, as a world-famous popular fashion brand, corresponds to the eternity and classics of luxury brands, which is a wonderful case in the era of fast fashion consumption.

Looking back at the development process of Zara, we can see that Zara's success is mainly based on two points: establishing a perfect management and control system on the basis of modern information technology, and having the ability to imitate quickly.

Zara founder AmancioOrtegaGaona understands the concept of "fashion" very well. In his view, "fashion is to satisfy the needs of consumers in the shortest time."

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Next to luxury

In 1975, Ortega founded the first Zara store in LaCoruna, northern Spain.

But at that time, Zara was not a fast fashion brand, instead, it adopted a traditional classic style.

However, this "cheap classic" mode was quickly attacked by Waterloo, and Ortega was forced to adjust its thinking, but the result was a great success.

Now, Zara has 735 sales outlets in 31 countries.

Compared with other fashion products, Zara's market strategy is very unique: cheap fashion but luxury.

Zara is very picky about the location of shops. It only shops in the best locations, surrounded by top brands.

Unlike many fashion brands, Zara hardly advertises because they think their store is the best advertisement.

In New York, it chooses Fifth Avenue; in Paris, it chooses Champs Elysees street; in Milan, it is Elmar new avenue; in Tokyo, it is the Shibuya shopping district; in Shanghai, it will debut at the Ping An cinema in Nanjing West Road.

Therefore, its neighbors are all LouisVuitton, Chanel, ChristineDior, Prada, GeorgeAmarni and so on.

Moreover, Zara only chooses the best models, such as AmberValletta is the most dazzling star of Chanel show, BridgetHall is a frequent visitor to RalphLauren, and they also speak for Zara.

This greatly satisfies the consumer's showing off mentality: shopping in Fifth Avenue, without paying tens of thousands of dollars, can also get the same beauty and satisfaction, and what is better than that?

In terms of quantity of products, seasonal products of Zara are determined according to market sales conditions, but they are controlled within a limited range.

Products that sell well will increase output, but not much.

Like other limited edition luxury goods, Zara conveys the message to consumers: the quantity is limited, and they want to buy it as fast as they can, otherwise they will not be able to show their worth.

Time is the key to fashion.

Because both the manufacturer and the retailer, Zara controls and manages every link of production and supply chain very well.

This enables it to follow up the latest trend quickly, and correct it quickly after a mistake occurs in a certain link.

We know,

The chain of industry starts with design.

When a new style of Zara is confirmed, the relevant data is input into the computer to guide the tailoring.

In addition, the outsourcing work of Zara is very demanding for aging. The products produced by the third party need to be completed 6 months before they are shipped to the store, and the products they produce are usually 10 days from design to ready-made garments.

Although the cost of cheap labor in Asia is very tempting for the clothing industry, most of the Zara outsourcing products are still done in Europe, because Zara has strict requirements on the production time, quality and pportation cost of the products, so they prefer to produce in Europe.

Delivery is the most significant highlight of the Zara supply chain: whether it is outsourcing or internal production, all Zara products are ultimately concentrated in Zara's huge distribution center, where they are packaged and sent to various stores in the world.

Now, Zara's logistics center can handle 60000 clothes per hour.

Since fashion is to satisfy consumers' needs for fashion in the shortest time, to make customers who walk into Zara have freshness every week, they must enter several times a week.

According to statistics, the frequency of Zara customers patronizing its stores is about 17 times a year, 3-4 times the frequency of its competitors' stores, while Zara's quarterly sales price is only 15%-20% of the total product, far below the industry average of 30%-40%.

Fast replication fashion

Today, Zara can launch 11000 new clothes every year, 5 times the average brand.

The work of more than 200 designers of Zara company is to see the women's fashion show in Paris and Milan, and draw the wisdom and idea of the top designers, and then imitate it.

Designers and store managers work in the same office. Information from the front line can be quickly fed back to designers and producers, so that product details and production processes can be adjusted in the shortest time.

The frequency of updates is so frequent that Zara is called the designer's nightmare.

For many designers, Zara is a monster, like a machine that has no brain but runs fast. The imitation of Zara will undoubtedly degrade their creativity.

But on the other hand, this is also an important reason why Zara is popular with consumers: rich people buy Zara because it is fashionable, and low-income people also buy Zara because it is cheap.

The latest elements of this season have been found in Zara stores around the world, though their originality is not high.

In the view of Professor Stefania and others, such contradictions seem difficult to solve: after all, fashion is a creation that needs to be injected into the soul, but it should not be something that the public can not reach at the same time.

But in any case, Zara has indeed led a popular fashion revolution for Fashion Management.