Analysis Of The Secret Of Zara Fashion Management Success

According to the world clothing shoes and hats net, Zara As a household name fashion Brand has occupied more and more people's wardrobe.

What made Zara achieve such success? Today we follow the world clothing and shoe net to take a look at the secret of success of Zara Fashion Management.

　 Non replicable mode

According to the world clothing and shoe net, Zara's core competitiveness lies in its non replicable business mode. This mode is called Vertical Integration, vertical shipment.

Because of this fashion management mode, Zara can control the whole process better and faster: from market research, to Design Each link is linked to each other, including plate making, sample making, mass production, transportation and retailing.

This is a flow chart of Inditex: when a customer enters a store, his consumption information will first be passed to the design department. Among these feedback information, the first is quantitative information, how many clothes are sold, people prefer red jacket or green jacket, and second is qualitative information, which is not about how many clothes they sell, but about why and why customers like red jackets. Inditex's job is to figure out why. Then, these "why" information is transmitted to the production department again.

Dealing with massive information and understanding the needs of customers and market is a very short process. It does not depend on speed but on accuracy.

About fast, it is another important content of Inditex's fashion management business mode. The uniqueness of Inditex is that more than half of its products are produced in Spain and its surrounding areas. The geographical advantage of the factory near the headquarters has also ensured to some extent that the fashion products can be produced quickly according to the needs of customers, making the supply chain more flexible. And its perfect logistics system ensures goods can be transported from headquarters to stores around the world in 36-48 hours.

　 The core of ZARA fashion management is shops.

Only when stores can really reach customers can we understand the needs of customers. As a front-line store to collect and provide sales data, and then feedback from the store manager to headquarters, so that the latter can make the fastest response.

For the retail industry, the store manager is actually one of the most important posts. But most of the business executives' authority is basically limited to selling, managing the store staff, maintaining the display and shops without making any mistakes.

The biggest difference between Zara store managers and ordinary shop owners is their right to manage goods. This includes orders, replenishment and display of goods. In this way, these front-line staff can send replenishment information to the company in real time according to the actual sales situation.

The store manager of Zara will hold a meeting in Spanish headquarters every 1-2 weeks to discuss new product design, sales feedback, replenishment needs and so on. However, it is very difficult for the general brand store manager to have such an opportunity to communicate directly with the relevant departments of the company.

It is the importance attached to stores that makes Zara shop front-line problems feed back to the top of the company in the fastest time.

More interesting reports, please pay attention to the world clothing shoes and hats net.