Fast Fading Brand ZARA Frequent Quality Door Lead Consumer Dissatisfaction

Under the background of global demand decline, some old brands are weak in stamina.

But kept up the trend.

Spain's fashion apparel brand ZARA has been holding the crown of the world's first apparel retailer for four years from 2008 to now.

Quick delivery, close to the people price, keep up with the fashion trend.

It is popular all over the world.

But as the saying goes, radish is fast and not washed. This year's frequent quality doors have reduced the ZARA in the minds of consumers.

ZARA is a subsidiary of Spain's Inditex group.

It is both

It is also a chain store brand specializing in ZARA clothing.

ZARA, founded in Spain in 1975, is loved by young fashion designers all over the world due to its excellent design, low price and fast supply.

The biggest feature of ZARA is speed.

And to what extent, Song Lihuan, a garment industry analyst, has a deeper understanding of the comparison between ZARA and other peers.

Song Lihuan: from design concept to clothing, it only takes 10 to 15 days on average, and it takes about 80 days to complete the process in Metersbonwe, which is fast and famous, while most garment enterprises need 6-9 months or even longer.

ZARA updates two new products every week, and it only takes 7 days to return the money. It only takes 12 days from design to distribution. The products can be pported to European stores within 24 hours, and can be pported to Asia in 48-72 hours.

Song Lihuan told reporters that ZARA is quickly benefiting from its strong supply chain management.

Song Lihuan: ZARA owns 20 factories in Spain, 50% of its products are completed by its own factories, and 50% of its finished products are completed by more than 400 external suppliers.

The industry's image of ZARA's success secret is: first class image, second rate product and three price.

In the field of fashion, ZARA is not like parada and Armani, but focuses on fast consumption.

If the former is a big meal, ZARA is fast food.

In terms of price, ZARA is not only several orders of magnitude lower than that of tens of thousands of high-end brands, but also cheaper than the average fashion brands.

In terms of brand and fashion relations, ZARA also has its own unique business philosophy.

Ge Xing, a senior consultant of AMT consulting firm, studied SA la. He concluded that the core idea of ZARA is to pursue fashion but not to create fashion.

Ge Xing: ZARA has hundreds of designers who are shuttling through the conferences, T stations and even concerts of every major fashion day, including the best movie that we sell nowadays to pay attention to and understand the latest fashions. This fashion can be directly fed back to the design.

For consumers, it is good but fast and good.

But ZARA does not always satisfy consumers at this point.

In April 10th, the Beijing Consumers Association announced the results of the quality inspection of a group of casual pants, of which the ZARA brand was on the list. This is the seventh time that ZARA has been on the black list in 2 years.

However, before the quality front, ZARA's attitude was not to respond, not to apologize.

It turns out that ZARA's ox spirit has its own reason.

In the global economic downturn and traditional clothing encounter inventory crisis, ZARA not only steadily increased market sales, but also did not slow down the expansion of stores.

Professor Guo Yan of Beijing Institute Of Fashion Technology believes that the reason why ZARA is tough is that it is well versed in the psychology of "fast fashion" and "fast consumption".

Guo Yan: fast fashion is generally 15 or 20 Yu Tian is equal to two weeks or three weeks will be completely new to change, the style changes fast, you do not go around for two or three weeks, just this new wave of the shelves may not catch up with, so that people go to the store frequency increased.

This year, 61 children before the festival, ZARA again exposed the quality door.

Shanghai Quality Supervision Bureau announced the results of spot checks on 93 batches of garments.

Among them, ZARA business (Shanghai) Co., Ltd. produced a ZARA shirt, fiber content is not qualified.

This time, ZARA finally became soft.

ZARA Shanghai customer service center staff: because we have received the spot checks from the Quality Supervision Bureau, all of them are now off shelves.

The frequent quality problems caused by ZARA have caused consumers' dissatisfaction.

Consumers: we are very disappointed. We are very disappointed. We have no trust in them at all.

Consumers: if they feel deceived, they will not buy their brands later.

ZARA, which is known for its quick response in the fashion industry, has always been the benchmark of the industry.

Its successful experience and business model have long been an example of teaching in European and American business schools, but there is no difference between excellent and backward enterprises in terms of product quality.