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Fast Fashion Giant ZARA Spreads The Gorgeous Colors Of Spain'S European Debt Crisis.

2013/5/21 22:34:00 31

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ZARA never advertise in the media. The strategy of ZARA is to stay in the hot business circle and build a high-end image with huge amounts of money in the shop location, shop design and store decoration.

In the hottest commercial areas, the facade of decorating style, the huge ZARA letter sign and the huge business area are the physical advertising effects of ZARA.

young people's pursuit of dress style is more and more fashionable and fashionable. This fashionable wind has blown the majority of social space in China. At present, rural youngsters are basically following a life track of going out for work. The popularity of the city is spreading very fast in the industrial age. Therefore, the urban-rural division of clothing style is the smallest in the youth generation, but the style is convergent, but the quality and the price are high and low.

before mentioning the big brands of clothing and fashion brands, people will be able to show Chanel, Chanel, D&G, Louis Weedon (Louis Vuitton), Armani (Amani), Versace (Versace) Cartire (Cartier), Hermes s and so on.

Sanlitun, Beijing is famous for its fashion. < a target= "_blank" href= "http://www.91se91.com/" > dress < /a > stores are gathered here. There are Armani and Versace stores. They are not far apart. They have elegant and gorgeous shop doors and splendid rich window design. They all have an obvious characteristic: they are very few.

Some people think that this is a big suit, but it is to cater to the nobility of the consumers. A salesperson is surrounded by the customers who stand up.

In contrast to Sanlitun, there is another scenario: P, a high-end luxury product (including fashion) store in Paris and London, is rich in Chinese consumers.

Some European media have said that the ordinary people in Paris and London are basically passer by street outside the high-end stores.

speed and price

the replacement of garments traditionally takes the "season" as the cycle, and the world's bustling Fashion Week, such as Paris, London and Milan...

All of them are marked with the concept of spring, summer, autumn and winter. Last winter's down jacket pattern was left behind in principle this winter.

Like the pursuit of mobile phone replacement, the pursuit of clothing replacement is somewhat fastidious, and it is consumption ability.

fashionable symbols of clothing are changing rapidly. For most consumers, it is necessary to strike a balance between fashion and consumption. Teenagers are the main pursuit of fashion style. Most youngsters do not have high consumption ability. The market needs some brands that can not only lead to clothing consumption, but also do not let consumers feel distressed.

The clothing industry has always been rich in niche brands for high consumption groups, but can the majority of young consumers be able to create big brands that lead the trend and make big money? The answer is yes.

in recent years, a popular consumption concept has been launched in the Pu Zhong clothing consumer market. Once it comes to "FAST- FASHION" and "low priced fashion" (CHEAP-CHIC), there are two characteristics in this field, with fast updating of styles (FAST) and low selling price (CHEAP).

This consumption trend and products have entered the luxury of the past a target= "_blank" href= "http://www.91se91.com/" > shopping street < /a > area, such as the Fifth Avenue in New York, USA.

in the fast fashion (low fashion) market, the most active and most sought after youth groups in the clothing consumption group are gathered. In this market, the attractiveness and renewal rate of the style is first, and the two is the attractiveness of the commodity price. The two aspects are the top grade brands that lead the consumption trend. The industry generally thinks that Spain's ZARA (Zelag) is one of the top leaders of the fast fashion industry.

ZARA is recognized as one of the three most successful clothing chains in the world, and the other two brands are Japan's UNIQLO (UNIQLO) and Sweden's H&M.

China's center city, which is represented by the north and the Guangzhou, can see the signs of ZARA more and more frequently. They usually appear in large commercial areas and large stores where brands are concentrated. The impression that ZARA gives people may be more publicized, often renting Street pavements and adding two or three layers.

The influence of ZARA is coming. In the annual Top 100 list of BrandZ's most valuable global brands released annually by the world's influential Millward Brown, ZARA has been known for many years. ZARA ranked 222012 in 2011, ZARA ranked 66, and ranked higher than ZARA is H&M.

Compared with H&M's nearly 70 years of history, ZARA, born in 1970s, is a rising star.

decline in the gorgeous .

(P) Spain's economy is suffering from repeated crises after the European debt crisis. The media say Spain is in a "dangerous situation". Spain has experienced several crises in the post-war decades, but this recession is considered unprecedented.

Spain is one of the largest economies in Europe. After the end of the dictatorship of Franco in 1970s, Spain was regarded as a rookie of European dynamism. Especially when the old giants such as Britain, France and Italy were going downhill, the economic prosperity of Spain was very encouraging.

After the European debt crisis dragged Greece into a desperate situation, the second fallen Domino was Spain. Under the harsh demands of the European Union and the European Central Bank, Spain would like to receive the EU's aid funds, and must constantly tighten its fiscal tightening. The lives of ordinary citizens in Spain were plunged into great difficulties at once.

At present, there is no sign of relief, and even second coercion of fiscal tightening.

the total unemployment rate in Spain is 25%, and the unemployment rate of young people under 30 is even higher than 50%. Finding a job is very difficult for the current young people in Spain. The media has reported that a Chinese company operating in Spain intends to recruit two drivers, and 2000 of the applicants can be recruited.

the overall recession of the Spanish economy has not dragged down the prosperity of Hussein Dieter Keith, Inditex, the Spanish apparel giant. Inditex is the holder of the brand of ZARA (Theme Reading).

In the recession in Spain, Inditex has achieved impressive results.

Bloomberg released the 2012 Bloomberg billionaire index list, Inditex's founder and former boss Amancio Ortega Gaona (Oman Theo vuta Gore) ranked third, ranking higher than the US investment master Buffett.

The business of P > Inditex is booming and its performance is booming. In contrast with the current decline of the business community in Spain, the media generally believe that the success of Inditex and Waterga will largely be attributed to Inditex's largest and largest ZARA products and shops.

why can Inditex, a popular clothing consumer market, thrive in the recession of Spain? In the words of Inditex, they are basically close to the needs of consumers for clothing design and production, and what they want to produce is what consumers want.

"country" has a big card .

2012, when Waterga, 76, retired, he handed over the handsome print of Inditex to the current chairman, Pablo Isla (Pablo Isla). Whether Waterga or Pablo took charge of the Inditex company, Inditex company followed a basic style: low key.

Very few media outlets have been able to get access to the company. Before 1999, the photos of the company did not even appear in the media.

Waterga and Inditex's low-key style may have something to do with the region where his career and company were born and thrive: a "country" that is far from the bustle and bustle of modern commercial society.

Galicia is located in northern Spain, which is the birthplace of Francisco Franco, a famous dictator and Grand Admiral in Spanish history.

Franco ruled Spain for 40 years, and died in 1950s from Franco to 1975 (Waterga founded ZARA in 1975). During this period, Spain was considered to have created "economic miracle", but Franco's hometown Galicia did not have much economic miracle.

compared with the more developed areas in Spain, the poor rural areas of Galicia caused large numbers of farmers to go out to work. The media described Galicia as "the output area of migrant workers". In the twentieth Century, when the Spanish economy took off, there were one hundred thousand Galicia displaced and even went to South America to make a living. Galicia was at a low level of modernization than other parts of the country, and it should be a civilian consumption market. Is this social and economic characteristics the soil of the birth of a low price fashion concept?

Waterga was born in a railroad worker's family and lived in Raco Rooney, Galicia. Now Raco Rooney has a population of 240 thousand.

Waterga's career started in 1963, when Waterga was 27 years old. He started his career as a household robe. Waterga was a big entrepreneur from a small tailor.

After 12 years, P began to set foot in garment fashion. In 1975, she began to set up his first clothing and fashion store on the street of LSO. He started to get inspiration from a movie "Greek Zorba the Greek". She named the shop name Zorba, but the name of the shop attracted the objection from a bar owner in the street. The bar was also called Zorba and had made signs.

Another idea is to replace the other letters after the letter Z to ARA, which is the background of the birth of ZARA: a fashion shop that sells products produced by itself in the countryside.

Inditex, group P Inditex, was registered in 1985 after the ZARA business grew bigger and bigger. Under Inditex's banner, ZARA and ZARA HOME are the two main brands.

For more than 40 years, Inditex and ZARA have been sticking to Raco Rooney in Galicia. Raco Rooney is more than 480 kilometers away from Madrid and 900 kilometers away from Barcelona. The city is far away from the Spanish capital and other big cities of China, far away from the fashionable capital of Europe and the world, Paris, Lun Don and Milan.

This is quite different from the practice of many enterprises moving to the central city, especially the fashion enterprises to move to the fashionable frontier cities after becoming famous and big, which surprised many observers.

Raco Rooney looks calm and peaceful in the gloomy environment of Spain's economy.

Raco Rooney residents have been busy as always, the service industry flourished as usual, and the crowd of leisure beaches gathered.

All this will benefit from the great impact and contribution of Inditex and ZARA to the local economy.

The common practice of big clothing companies in the western developed world is to keep the clothing design and creative departments in the local area (the so-called high-end industry chain control), and send the design draft or samples to the newly emerging labour force countries such as China, India and Southeast Asia, and then pport the finished products to the western market for sale. P

Inditex and ZARA is unique. It has not completely followed the trend of outsourcing in the world garment industry. Today, Raco Rooney's att industrial zone is next to Inditex's corporate park. Among them, the headquarters of Inditex, the headquarters of its most influential brands, ZARA and ZARA HOME, and some production factories and distribution centers, and garments products are shipped from the distribution center of Inditex to all parts of the world.

Less than half of the P Inditex garments are produced in their subordinate factories, which are distributed in Europe and North Africa countries near Spain and its neighbours. Inditex also manufactures products to processors in Portugal, Morocco, Turkey and other countries. Because of the higher labor costs in the above areas, and in order to lower the labor costs more, Inditex also makes outsourcing processing orders from Chinese, India, Vietnam and Brazil processors.

approach to market

ZARA is the fastest way to satisfy consumers' pursuit of fashionable fashion styles, fabrics and accessories.

Some people in the industry have observed that the shortest turnover period of ZARA's new product is only 11 days. Customers may only buy the next wave of new products when they arrive late.

Compared with other big brands, sometimes the style change cycle lasted for half a year.

Insiders commented that it is precisely because of the rise of fast fashion clothes represented by ZARA that it has broken the usual practice of replacing fashion patterns with "Seasons" in the past.

Inditex has a basic pattern, that is, the latest design of the new fashions and fashion products, which is arranged at the nearest factory production from the company headquarters. < a target= "_blank" href= "http://www.91se91.com/" > designer "/a" is the shortest distance from the production process. It is guaranteed that the new product can be placed on the counter of ZARA brand store at the latest 3 weeks.

In order to shorten the preparatory process of the store, Inditex will put the goods on the counter as soon as possible, and even arrange the distribution center to install the anti-theft magnetic strip for the clothing.

"P > Inditex and ZARA, which is able to quickly launch the new design team, is very special, completely in the" anonymous "state, and the world's fashion brands have the leading designer, such as Carle Lagrange (former Chanel chief designer), Stella Mccartney (Gucci chief designer) and so on.

Someone sneer at Inditex and ZARA's design team as "Shanzhai" team, so anonymous.

some world famous fashion brands complain that Inditex has plagiarized their designs, and some brand holders have even resorted to Inditex and ZARA. However, insiders believe that it is very difficult to investigate, because Inditex may have made "very clever" modifications to "plagiarism".

ZARA has become so famous that ZARA never advertise in the media. The strategy of ZARA is to stay in the hot business circle and build a high-end image with huge amounts of money in the shop location, shop design and store decoration.

In the hottest commercial area, decoration decorates the elegant and fashionable atmosphere. The huge ZARA alphabet sign, which is crowded in the huge business area, is the physical advertisement effect pursued by ZARA.

ZARA also has a trick of "big money", just like what Chinese people call "going into the market", where there is a big brand luxury clothing store, and ZARA shops next to it.

Business district is usually divided by brand value. For example, there are Versace stores in Sanlitun's Armani store. For example, in Europe, there are Chanel or Hermes and Cartire stores next to Gucci and Prada stores.

These high-end brands are more taboo and crowded with fast fashion brands, but ZARA likes to keep company with them.

ZARA can catch the core elements of the mainstream fashion consumers of the young people. It is to enable the consumers to grasp the fashion while holding the fashion.

Some people describe: ZARA can make consumers spend 30 pounds to buy something that looks like 300 pounds.

Chinese consumers may share the same feeling that ZARA can balance the pursuit of fashion and the power of consumption.

performance crazy long .

from 2007 to 2012, the performance of Inditex was described as "continuous growth" by the outside world. The annual sales increased from 9 billion 400 million euros to 13 billion 800 million in 5 years, the annual profit growth reached 2 billion euros, and the global number of employees increased from 80 thousand to 110 thousand.

There are numerous customers patronizing ZARA every year, and ZARA produces 835000 different kinds of costumes for consumers every year. There are ZARA new stores open every day in the world.

Inditex produces up to 840 million pieces of clothing every year. There are nearly 10000 stores in the world, and the geographical distribution and quantity analysis from the stores. Inditex is playing the main role in the European market and expanding to the Asian and North American market.

Inditex has 2000 stores in Spain. It has about 4400 stores in Europe. In Europe, Inditex has far more market share than its competitors. Inditex's brand stores add 500 worldwide annually.

but like many European brands in the United States, Inditex's pace of expansion in the United States appears to be relatively slow. Some people think that the United States is the "grave" of the retail industry in Europe. The famous ZARA has only 40 stores in the United States so far, and it falls far behind the European and Asian countries that are hundreds of stores.

ZARA high level and industry analysis, I'm afraid there is something to do with the matching size of European clothing with the US market.

In 2006, ZARA entered China for the first time in 2006. ZARA opened in China's first store in the fashion center of southern China. At that time, Inditex had already accounted for 12% of the company's production share in China. The expansion rate of ZARA in China in the past 6 years is not as fast as that in other regions, but it is also eye catching.

After P entry into China, ZARA basically maintains the speed of opening 5 new stores in China every month. In 2011, ZARA opened 132 new stores in China, 30 of which were ZARA brand stores, and the rest were brand names such as Oysho and ZARA HOME.

By the end of 2012, the total number of Inditex stores in China was nearly 500, and China's business had brought 1 billion 650 million euros net profit to Inditex in 2012.

at the same time, Inditex, who is good at capturing the trend of youth consumption, has not ignored the most popular consumption pattern of teenagers nowadays. Online shopping, all brands of Inditex have opened online shops in Europe. Inditex announced that it will open online stores in China at the end of 2012.

In terms of business mode networking, ZARA strives to keep pace with the Internet market and consumers at the same speed as its style updates.