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The Secret Of Success Of Fashion Retailing Empire ZARA

2013/9/30 20:11:00 29

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Fashion Retail Empire ZARA Fast Fashion Brand

P's < a > href= > http://www.91se91.com/pioneer/ > Mei La < /a > her life became famous by ZARA. She created a new fashion industry operation mode through this enterprise, and turned the arrogant fashion world to a great extent. As long as the clothes that she saw in the world, even if it was only a glance on the T stage, it could be filled with the ZARA store in the world in less than 1/10 of the price in 30 days, so that the latest trend could turn into a Street crash.

"P", which was born in the Spanish port city of La Coruna, traversed the entire Eurasian continent and cast a heavy shadow in China. ZARA has long been a textbook case in the MBA curriculum of major business schools in China.

Spanish women's crazy underwear tailor /p >

Rosa Leia maela was born in January 28, 1944 at the junction of the urban and rural areas of the Spanish port city of La Coruna. It was a working class community.

In the 40s and 50s of last century, the war of the second world war dragged the whole Europe into the brink of economic collapse.

Although Spain did not maintain a neutral position during the war, the whole country was languished because of the long civil war, just like the tragic social scene described by the new realism film "the bicycle thief" in Italy after the war.

Because of family difficulties, Mela started working to support his family even when he was not in middle school.

She worked sewing in a fashion shop. Mela cherished the job and soon became a shop assistant.

In the busy shop, Mela will also guest a salesperson, through the cash register, Mela saw the price and cost between the thick profits, realized that her craft can make money, and can earn a lot of money.

For manual sewing shops, handicraft is the highest industry threshold. After crossing the past, storefront, raw materials and customers seem to be easy to find.

Rather than earning a small salary for a shopkeeper, he might as well work for himself.

Mela met Oman Theo Ortega (Amancio Ortega) when he was 22 years old, and he was 6 years old when he was working in a shirt shop in the city.

The two had a rare understanding of clothing, design and entrepreneurship. In less than a year, two people in love were married, and a small clothing company, GOA, was set up to sell the homemade clothing carefully.

After the war, Spain dictator Francesco Franco made use of the contradictions between the United States and the Soviet Union and maintained the pro american anti communist policy. The army and Catholicism were the two pillars of the government. Under the strong Catholic atmosphere, the dress of women was very conservative. But the love of beauty was the nature of women. During the war, a large number of women in Britain and the United States walked into factory labor, which led to the rise of Feminist Trend in Europe.

The high-end imported sexy lingerie in the shop window attracts Spanish women deeply.

Mela and her husband saw this trend and began to imitate sexy high-end female underwear on the dining room living room table, sewing the fabrics with slightly inferior but inexpensive fabrics bought from Barcelona, and then sold them at a much lower price than the original price. They even spent the weekend pondering the way to fold the collar clothes.

Mela and Ortega's family business has attracted a large number of customers. Even if these underwear and pajamas can only be worn at home, women are also eager to come, and their husbands are willing to give generously to this.

Mela may not yet know that she has opened the "fast fashion" business model for the ZARA Empire to succeed in the future. It is acutely aware of and understanding the trend of fashion, imitating the essence of it, replicating it in large numbers, and selling it rapidly at a civilian price.

strong > first-class design, three stream price /p >

strong market demand has greatly enhanced the confidence of Mela and his wife. Obviously, meela's hands are obviously unable to meet the needs of customers. In the form of cooperatives, the two people organized thousands of women to work in fashionable and cheap underwear and pajamas in the hometown of meela, La Coruna.

In 1975, they opened their first clothing store in La Coruna, Spain, P.

It was also in this year that dictator Francesco Franco died and Juan CarlosI ascended the throne and implemented a constitutional monarchy, ending Spain's forty year rule of autocracy.

People are gradually pursuing the liberation and individuality. The creation of this new shop undoubtedly chose the best time.

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"P >! to give a nice name to the clothing store. The two people had a lot of brains. They were inspired by a popular film," the Greeks, "and were prepared to name the clothing brand named" Zorba ".

Unfortunately, the name of a bar near the clothing store was first used, and the Mela and his wife had to go back and name the clothing store as "ZARA" that was close to the spelling of "Zuo Ba".

In the early days of P, Mela and his wife realized that it was a common feature of Spanish women that they were shy and natural. They insisted on making beautiful, fashionable and inexpensive clothing. This became the brand gene of ZARA's success.

ZARA will only be popularized by the fashionable clothes that the rich enjoy, and become a kind of consumption that all social strata can afford, and build a popular fashion brand like McDonald's.

Since then, ZARA has embarked on the crazy development road known as "fast fashion" and has gradually grown into a world-renowned fashion empire Inditex group in decades.

The key to attracting customers can be summed up as "first-class design, second class fabric and three price". However, the creativity of first-class design in the clothing industry itself is a scarce product, coupled with the huge demand of ZARA products. Every year, tens of thousands of new products will be launched, and it will have a great appetite for fashion design. This makes ZARA have to go to the world to find the latest and best fashion dress design, and absorb nutrients from others' masterpieces. P ZARA

In order to get the latest design information and a continuous stream of fashion inspiration, Mela and Ortega and their designers, like flying trapeze, are shuttling between various fashion shows in Paris and Milan, or entering various fashion venues to participate in various fashion parties. P

They are called "Cool Hunter" ("cool Hunter") by ZARA. They cater for the most popular fashion elements at the moment, and quickly get back the latest fashion and fashion information back to headquarters to redesign the rear teams in different categories, styles and styles, and recombine them into a new product theme series belonging to ZARA.

Less than P, popular fashion brands sell products in the form of 2000 to 4000 a year, while ZARA launches more than 12000 new products every year. These new products are selected from over 40 thousand designs of its design team.

For big designers, this is unthinkable, but for ZARA, this is the only way to fill the huge appetite of ZARA factories and shops.

The more and faster the design, the more ingredients will be used.

In Europe, some top fashion brands do not like ZARA very much because their top costume designs have just been shown at the new product conference. Not long after, the similar products produced by ZARA have already spread all over the world.

ZARA calls this way of operation "Trinity", that is, "designer", "market expert" and "purchase expert" to jointly determine the design style.

Collecting fashion information, designing and dealing with these information, then analyzing, sorting and classifying it, then conclude the most fashionable design features of this season, hand drawing the pattern; designers with drawings, "market experts", "purchase experts" to form a business team to discuss sketches, make ingenious modifications and improvements to the drawings, make the design seem to have the essence of the manuscript, but there are many differences, at the same time, it can be consistent with the consistent design style of ZARA, so as to avoid plagiarizing traces. Finally, the "business team" is specifically executed, and according to the design information determined in the database, they decide when to put into production, what materials, colors, production costs, price and other specific requirements will be put into production, and form instructions to the production department. Designers and fashion watchers first pass.

The operation mode of ZARA makes it a nightmare of big designer. ZARA is like a machine with no mind and soul but fast running. Its imitation will undoubtedly degrade its fancy.

Fashion is fast fading, and ZARA speeds up the process of fashion death.

In 2008, after the launch of the famous red shoe high heeled shoes of Chris Christian Louboutin, the famous French women's shoes brand, Morocco's Princess Caroline and Tom Cruise's daughters were all loyal fans. Although the selling price was more than 1000 dollars a pair, they still raised a red tide shoe frenzy in the Hollywood of celebrities.

ZARA's imitation price does not exceed $100. Chris proposed Louboutn to sue ZARA to the court, accusing ZARA of counterfeiting and unfair competition.

Louboutn won the lawsuit, but later he lost the appeal.

The court of Appeal said that ZARA and Louboutn's shoes were not similar, and consumers would not be confused with each other.

A war of chaos, ZARA intact.

But it is not always so lucky that ZARA has annoyed many designer designers. Every year, ZARA needs to pay tens of millions of euros for some top brands.

But these fines are insignificant compared to the money earned by ZARA, so ZARA continues to go its own way.

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< --EndFragment-- > > the clothing brand is annoyed by < a href= "http://www.91se91.com/news/index_c.asp > ZARA < /a >, while the small and medium-sized clothing brand is envious of more ZARA and actively emulating it.

According to China's industry, we all want to learn the ZARA method, but it is more difficult. No domestic clothing company has enough money to get so many designers, and also has the money to make them participate in various fashion shows in the world.

in the criticism and admiration, ZARA has been advancing all the way, and its parent company's profit group has been climbing steadily. In 2009, for the first time, it surpassed GAP, the world's largest American apparel retailer. After a year, it surpassed H&M group and became the leader of the world's apparel retailers. From 2009 to 2011, Ying Di realized sales of 11 billion 48 million euros, 12 billion 527 million euros and 13 billion 793 million euros respectively. Besides ZARA, it also had Bershka, Massimo Dutti, Stradivarius and Oysho brands, and established more than six thousand stores in 86 countries around the world.

In 2006, ZARA entered China, opened its first flagship store in Nanjing West Road, Shanghai, and opened one hundred stores in China 5 years later.

Nowadays, it is easy to find ZARA in large shopping malls of large and medium-sized cities such as North, Shanghai and Guangzhou.

Jianghu martial arts only "fast" does not break .

"fast fashion" represents brand. ZARA knows well how important time is as a fashion related factor. "Fast" is the most striking feature of ZARA myth.

It is said that ZARA's shirt is 12 times faster than its competitors, from designer to exclusive store in two weeks.

ZARA's product, from design to delivery to store shelves, takes an average of 10 to 15 days, which contrasts strongly with the average standard of 6 to 9 months in the fashion world. This is why ZARA is popular with consumers.

Every time Paris and Milan have finished the autumn and winter show, the design of the big brand has just completed the order stage. ZARA has moved the latest elements of this season to various stores.

ZARA pursues the business philosophy of "renewing products every week to attract loyal customers to buy again". Every Monday there will be new products listed. The replacement rate of goods is very high. Each store displays only a few pieces of inventory.

It is common for a certain style to be out of stock because of hot selling. Even so, ZARA will not increase the same style of clothing in large quantities.

a small amount is a business mode of ZARA. The rate of renewal is also high to avoid the danger of oversupply. When ZARA enters several times a week, most goods will not be displayed in the store for more than two weeks.

It is equivalent to conveying a message to the customer: "limited quantity, want to buy as fast as possible", so as to achieve the purpose of hunger marketing.

Customers always have to follow the new product of ZARA and come to ZARA every week with freshness.

According to statistics, the frequency of patronage of ZARA customers is about 17 times a year, 3-4 times that of its competitors.

For example, ZARA in a store in Beijing's Joy City, 28 new models a year, almost once every two weeks, which means that the entire supply chain design, production, logistics and sales have been tossed once in two weeks.

Within two weeks of the "9? 11" terrorist attack, ZARA quickly pformed the stock in New York store from the equestrian theme to a black theme, which made the gorgeous Fifth Avenue feel ashamed.

ZARA also has a huge and efficient logistics system and information processing mode.

Most of its products are produced by their own factories. The products are ultimately concentrated in the ZARA's huge logistics center, handling 60000 clothes per hour, and each garment has digital ID cards, which are packaged from here to all the stores in the world.

European Union countries mainly rely on truck pportation, and they can reach chain stores within 24 hours.

Those products that have not been sold for more than two weeks will be cleared and shipped back to headquarters.

> a href= "http://www.91se91.com/news/index_f.asp" > clothing industry < /a > usually before the start of the season, most of the projected sales will be put into the sales terminal at a time, and ZARA will only invest less than 1/5. Until the season starts, the market will be changed.

In ZARA stores all over the world, shop assistants also need to keep a record of customers' opinions on products, such as "this collar is very beautiful", "I don't like zippers in pocket". After closing, the clerk will take inventory immediately, summarize the sales status of the goods, purchase and return data of the guests, the hot sales ranking of the products, and report to the headquarters in time, and then affect the next production plan.

ZARA the inventory of each style is lower than that of its competitors, and the products that need to be discounted at the end of the season are relatively few.

So when big brands began selling off season clothing at a very low discount, ZARA rarely participated because there was not much inventory to sell at all.

2012 is the winter of China's clothing industry. Only 22 A share clothing companies listed in the third quarter of the total inventory reached 38 billion 200 million yuan, the whole industry inventory allows the Chinese people to wear white for 3 years, and these stocks are depreciating every day, which will eventually pull the enterprise into the abyss of perdition.

At this time, people turned their attention to ZARA with low inventory and high turnover.

Lining and Metersbonwe are studying ZARA and reflecting on themselves.

with the top fashion brand "neighbors" /p >

ZARA is the unique market strategy of ZARA. This strategy is also known as "oil pollution pattern" by smart Ortega. That is to say, every time a new market is landed, the store will first open shop in the most prosperous section of the big city center, then extend the contact angle to the smaller town, and let the brand influence radiate without advertising.

"It's like a drop of oil spreading slowly on the fabric surface."

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< --EndFragment-- >, so in the streets of famous shops all over the world, you can see ZARA stores next to big luxury stores.

Whether it is Champs Elysees street in New York, Champs Elysees street in Paris, Elmar new avenue in Milan, shopping area in Shibuya in Tokyo, or happy city in Beijing, raffles, ZARA is all the world famous brands such as Louis Weedon, Chanel, Dior, Prada, Armani and so on. These big brands have virtually promoted the brand value of ZARA, without advertising, it will also be infected with the aura of big cards.

ZARA executives also think that the store is the best display advertisement of ZARA, and it is very valuable to spend money on the top location.

of course, ZARA store from the decoration style to product display, is also very exquisite, at the expense of big money with the big suit, this way is to highlight the ZARA relative to the big card comparative advantage: first-class design, three price.

This can also satisfy consumers' flaunting mentality: shopping in places like Fifth Avenue, without paying expensive prices, can get the same beauty and satisfaction, and what are the reasons why they do not sell?

The rapid rise of ZARA has made it a classic case of global business. Pat, Daniel fashion director of LVMH, called it "the most creative and destructive retailer in the world", and Harvard Business school awarded it the title of "the most valuable brand in Europe".

The ZARA mode has become the object for fast fashion brands to learn. Many competitors are also digging up the foot of ZARA. Many people coming out of ZARA are competing ZARA's main task.

It is said that the era of "pan ZARA" has arrived.

but the marriage between Mela and Ortega did not progress with their career. In 1986, they divorced. Mela sold most of her shares and retained less than 7%.

Even so, with the prosperity of business, meela is still one of the richest women in the world.

Forbes's 2013 list shows that Mela's net assets have reached $6 billion 100 million.

Although the ZARA created by her is expanding all over the world, she has always lived in her native place, La Coruna, Spain.

Mela, like his ex husband Ortega, rarely shows up, let alone media interviews. In Spain's wealth circles, he almost lives a hermit's life.

After being successful, meela remained single. She focused her energies on public welfare. She had a son and a daughter, and her son suffered from mental illness. Mela founded the foundation to find suitable jobs for disabled people and help people with physical or mental defects to integrate into society.

her ex husband Ortega still holds 59% of Ying De group shares, whose assets are more than 57 billion dollars. In 2012 he replaced Warren Buffett, the world's third largest millionaire.

Less than P, today, Ying De group's performance has surpassed American GAP, Sweden's H&M and Japan's UNIQLO, becoming the world's first apparel retail group.

As of October 2012, the group has nearly 6000 garment shops in 82 countries and employs over one hundred thousand people, producing 840 million pieces of clothing annually. The group headquarters in La Coruna directly controls the clothing, tailoring, sewing and other garment making links, and controls more than 100 companies involved in design, production and logistics.

in recent years, Ortega, who is very old, announced his retirement. Pablo, Isla, 48 years old, took over as chairman of the board. After meela's accidental death, a statement by the ZARA parent company Ying Di Group on the official website said: "(we) lost a person who contributed so much to the establishment and development of the company. In this extremely difficult time, the group hopes to offer sincere condolences to Mela's relatives and friends."

The first generation of founders have hidden away from each other. How to face up to the design big card's prevention of "copy edition" and catch up with the "high street brand" enterprises after ZARA will be faced with the difficult problem faced by the successors.