Look At The Future Development Of Clothing Industry From The Myth Of ZARA's Sales

　　 Look at the future development of clothing industry from the myth of ZARA's sales

From the latest clothing industry news, we can easily see that Fast fashion The brand has passed the initial development of the fast lane, and entered the buffer period. According to the latest sales figures in the first half of 2016, sales of other fast fashion brands have dropped sharply except ZARA. Where to go, the fast fashion brands such as UNIQLO and H&M have been changing their development strategies in order to achieve new growth. UNIQLO is also announcing that it will change the brand characteristics of fast fashion brands, which are always popular at low price, and turn to high-end strategy.

No matter how it moves, UNIQLO's exit from fast fashion brand has become a reality. Other fast fashion brands are no longer strong enough to keep up with the past. But unlike their peers, ZARA's sales performance has remained stable, although it is not like that year, but it is still rising steadily. Garment industry In a depressed situation, it is a myth. What exactly does ZARA do? I think the following are the main points.

　　 First, design orphan products, sell them on a limited scale, lift consumers' desire to buy, avoid bumping shirts, and reflect the uniqueness of brands.

Often seen in entertainment gossip, such a news: a certain actress and a certain actress crashed, clothes and so on obviously lost to someone... And so on news. Although we are not worried about being photographed by celebrities, people are talking about it. But the most taboo thing for women to go shopping or to have parties is to wear a shirt. It is hard to avoid being criticized by people after hitting a shirt, though it is not known as a star, but it is not difficult to be embarrassed.

ZARA just grabbed the psychology of women. No matter which clothes you wear on the ZARA, you will never make up for it, and it will not be sold again, so you will like to start immediately, otherwise you will only regret. This is to avoid embarrassing appearance of the crash. On the other hand, it has also lifted the appetite of customers. The general psychology of people is that the more they can't get, the more they want, thus increasing the attractiveness of the brand. In addition, the brand imitation has been eliminated and the uniqueness of the brand has been guaranteed.

　　 Two, super design ability, rapid response.

Of course, ZARA ensures that we do not want to bump into the spirit. The most important reason is that it has strong design power. Its uninterrupted rapid response capability guarantees brand renewal and keeps vitality. According to data, ZARA is guaranteed to be new at least once in seven days, and there are hundreds of designs a day at the fastest time. Designer The rapid reaction and creativity ensure the brand attractiveness and maintain customer loyalty to the brand.

Now the global climate is abnormal and the climate is changeable. The traditional design cycle has been unable to adapt to climate change. But the rapid response ability of ZARA brand designers can be adjusted rapidly according to climate change. This is not only a panic for fast fashion brands including GAP, H&M and UNIQLO, but also pressure on other well-known brands.

Design determines business mode, design is the soul of a brand, and plays a decisive role in the development of brand. Just like Chanel, Miss Chanel, the founder, gave the brand soul and decided the brand development mode. After she left, the old Buddha, who took the lead, continued to carry forward the brand on the basis of the original soul of the brand. Its vigorous design ability continued with Chanel's brilliance.

Today, clothing is more focused on design and consumer oriented. Therefore, the clothing industry has gone to the age of design deciding production and business mode.