Who Is The Fastest Fashion Player? Strategic Deployment Is Very Important.

Speaking of fast fashion, you must be very familiar with ZARA, H&M, KM and UNIQLO. These four fast fashion brands are rising quickly and quickly, almost to the level of non core business circle.

Lots of people who are not good or three or four cities should be prepared to get a knife.

For example, it is not uncommon to patch up three thousand or four thousand or six thousand or seven thousand.

In other words, ZARA is in a fast fashion, the price is more expensive and less popular.

But this did not affect ZARA's triumph. Amancio Ortega, the founder, was happy. The stock price of ZARA's parent company Inditex rose all the way. He also had the addiction of the world's richest man in October.

Under his leadership, Inditex achieved 13 billion 790 million euros in global revenue in the 2011 fiscal year, exceeding the Danish KM in the United States, Sweden's H&M and Japan's UNIQLO, becoming the world's top apparel retail group.

The group's share price also rose from 23.65 euros in March 2009 to 91.37 euros in August, up 286% in August.

Spain, where ZARA is headquartered, is at another level. The domestic unemployment rate is as high as 20%. The government is very tight financially and almost relies on borrowing money.

The rhythm of richest enemy!

What is more, Oman Theo otjac, who has such a success, is a real self-made man. He has no design talent, nor is he rich in the two generation. He was once described by the media as "a poor boy from a small fishing village".

The 13 year old rich man who went to the clothing store as an apprentice discovered the "hidden rules" of the fashion industry in his work process: a garment from design to production, and then to store shelves.

He dreamed of earning money one day.

So he began to focus on how to skip middlemen and sell products directly to consumers.

Perhaps this is the source of ZARA's unique operation mode, Vertical Integration (vertical integration mode).

The so-called vertical integration mode, that is, a product from raw materials to finished products, and finally to

The hands went through many stages, and all of them were in the hands of the same company.

On the contrary, in the 2013 fiscal year, Inditex was the lowest profit growth in five years. Net profit in the fiscal year ended January 31, 2014 was only less than 1% to 2 billion 380 million euro.

In mid July 2014, Primark parent Associated British Foods PLC chief coo John Bason said in an interview with the media after the three quarter earnings report that Primark has surpassed Inditex's brand Zara in the Spanish market, regardless of income or brand awareness.

The first big brand.

So difficult external environment, coupled with fierce competition, makes Inditex intend to accelerate the development and internationalization of cheap brand Lefties. Therefore, Inditex is replanning the brand trend for Lefties, hoping to start again with the new positioning of the parity fashion base, specializing in petty bourgeoisie and the main thirty percent off Zara costumes to meet other well-known brands such as H&M and Primark.

Carlos Hernandez, a retail consultant, said: "Inditex will sooner or later take Lefties as an independent brand and expand its strongholds in other countries, such as in their well known Britain or Germany. After all, Spain is not the only country affected by the economic crisis."

At present,

A total of 103 shops are opened in Spain, Portugal and Russia.

As early as the early September 2013, there was biography Inditex plan to reshape Lefties to face the competition of British cheap clothing retailer Primark.

In the retail environment of the global economic downturn, several fast fashion groups in early 2013 and early 2014 showed signs of slowing sales, especially in the European market. At the same time, Primark, a cheap brand in the UK, has always been a leader in maintaining double-digit growth.

Yes, at present, there is no Lefties in China, but we don't have to be discouraged. There is no Lefties and ZARA OUTLET. Rui has joined hands with ZARA OUTLET and signed a strategic cooperation agreement. From then on, the distance between the T and Taiwan is getting closer.

But these still can not prevent ZARA from becoming the most powerful fast fashion brand at present. In order to firmly control the position of fast fashion first, and better compete with H&M's high street price competition, ZARA has a strong tendency to push ZARA Lefties.

What is ZARA Lefties? Actually, it is the brand exclusive Outlet of Zara!

You used to ZARA's high Ao Jiao fan fan, perhaps when Baidu was shy, Baidu had a discount store, and then silently turned off the browser.

In fact, ZARA has discount stores, other brands are called OUTLET, and ZARA's discount shop is called Lefties, which was launched in Spain in 1993. The name comes from "leftovers". At first, ZARA's parent company Inditex used to deal with discounts for over season goods.