Zara Founder Amancio Ortega'S Road To Success

< p > "Forbes" announced the world's billionaires list in 2013. < a href= "http://www.91se91.com/news/index_c.asp" > Zara < /a > founder Oman Theo Ortega's total personal assets jumped from US $37 billion 500 million in 2012 to US $57 billion this year, and the wealth increased by 19 billion 500 million US in one year.

How did Ortega deal with "fast fashion king"? < /p >

< p > < strong > poor boy's "counterattack" < /strong > /p >

< p > from a "fishing village to a poor boy" to Spain's richest man and then to the third richest in the world, Ortega seems to have deduced a truly "cock wire counterattack".

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< p > Ortega was born in March 28, 1936 in the poor Galicia region of northwestern Spain, the son of a railway worker and a housewife.

At the age of 12, Ortega dropped out and worked as a miscellaneous worker in a clothing store called Galla.

A few years later, he went to a more expensive clothing company as a salesperson.

Ortega, quick and smart, quickly rose to the fore and was promoted to head of department.

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When p became a clothing store manager, Ortega gradually had a clear vision of what he would do in the future.

The boss asked him to sell a beautiful and elegant lady's cotton gown, which is popular among female consumers, but its price is too expensive for most people.

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Less than P, Ortega's whimsy -- this idea later became the core business idea of INDITEX, which used cheap materials to imitate popular fashions and sell them at a lower price.

He bought a material that was quite cheap but cheap in Barcelona. He designed the sample and made a similar Nightgown on his living room table. The price could be reduced by half.

With the help of brother and sister-in-law, he began making cheap and fashionable fashionable nightgowns and sent them to local stores for sale.

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< p > Ortega has tasted the sweetness.

More than 10 years of work experience has made Oman and Theo realize that there is a gold mine hidden behind the design and manufacture of a piece of clothing and the store shelves.

While contacting local textile producers and accumulating their customers, plus 2500 bank loans (equivalent to 25 dollars), 27 year old Oman Theo Ortega and his brother set up a small workshop to make women's home clothes: High Asia clothing.

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Since P, Ortega has embarked on the crazy development road known as "fast fashion" and founded his own fashion empire INDITEX group.

By the end of October 2012, the INDITEX group had nearly 6000 garment shops in 82 countries, with more than one hundred thousand employees. Its sales reached 11 billion 400 million euros in the first three quarters of last year.

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< p > < strong > Zara "counterattack" < /strong > /p >

P > < strong > "fast" < /strong > < /p >

< p > fast is an important killer of Amancio Ortega's management strategy.

A Zara fashion from design to production, logistics, and finally into the sales link, on average, takes only 2 to 3 weeks, 10 times faster than competitors.

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When the output of the new product reaches 50% to 60% of the scheduled product, it will be sent to the store. If it fails to perform well in the first week after the launch, it will be withdrawn immediately and will no longer be added to production. If the sale is good, then the predetermined output will be completed in the next few weeks.

However, even the hot money will not stay in the shop for more than 4 weeks, which makes the customers dare not hesitate too much when they look at some clothes, because they may not see it in a few days.

Three weeks is the time to update all the clothes styles of Zara stores.

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< p > < strong > "Shanzhai" < /strong > < /p >

< p > the word "Shanzhai", which belongs to Chinese made, seems to be used freely by Ortega.

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< p > Milan, Paris, New York and other major fashion week, the lights are shining, brand models are gathering, and Zara designers are shuttling in a fashion show to find inspiration.

Collect fresh and fashionable information and pick out styles that may be welcomed by customers. After that, the revised design will quickly put new products into production and sale.

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< p >, therefore, < a href= "http://www.91se91.com/pioneer/" > Ortega < /a > has also won a title without derogatory meaning: Fashion terminator.

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< p > < strong > "more quantity less" < /strong > < /p >

< p > > popular a href= "http://www.91se91.com/news/index_f.asp" > fashionable dress < /a > brand one year, the product styles are 2000 to 4000. For brands like gap and UNIQLO (UNIQLO), the styles that focus on basic design may be smaller.

Zara will launch more than 12000 new products every year, and these new products are selected from its design team's annual design of over 40 thousand items.

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< p > usually there are only two pieces in one store, which are sold out and not replenished. Even the hot money will not stay in the store for more than 4 weeks.

Through this "manufacturing shortage" way, a large number of loyal followers have been trained.

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< p > < strong > "oil pollution mode marketing" < /strong > /p >

< p > unlike many fashion brands, Zara hardly advertises. In Oman and Theo's view, the store is the most important market tool for Zara, the best advertisement.

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< p > Zara almost opened up a new store every week. Now Zara has opened nearly 5000 stores in more than 70 countries and regions around the world.

Shop in the most prosperous section of the central area of the big city, then extend the tentacles to the smaller cities around the country, and let the brand influence radiate across the country without advertising.

This "oil pollution" marketing strategy makes Zara considered by Harvard Business School to be the most worthwhile brand in Europe. Walton business school regards it as a classic research case in the future manufacturing industry.

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