How Can The British Clothing Brand Be Faster Than Zara?

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The brand has declined since 2016, and the representatives of fast fashion brands have seen a double drop in sales and profits. They have never seen the crowds in China's stores around 2010. Even the decline of Zara's stores is worrying.

This phenomenon does not happen only in China. In fact, fast fashion clothing brands are not very good in the world.

However, the British clothing brand Boohoo has not been affected by the trend of the fast fashion recession. Instead, it is going against the trend. What is the reason? Next, follow the world's clothing and shoe net to find out the details.

The first half of the British clothing brand in the first half of Boohoo2016 (statistics up to the end of August) increased by 40.2% to 127 million 300 thousand pounds compared with the same period last year. It is expected that revenue will rise by 38%-42% in the 2017 fiscal year ending March 2017. In 2016, the stock price soared 260%, becoming the largest consumer company in Western Europe, with a market value of 1 billion 500 million pounds.

Mahmud Kamani and Carol Kane, the founder of Boohoo, have been doing several decades of clothing in high street, supplying Topshop and ASOS fashion brands, and began selling clothing to consumers directly in 2006. After trying out various sales methods such as offline and mail order, Boohoo finally locked its main selling channel into its website Boohoo.com.

It sounds like it's just a clothing business operator. The actor has turned over the website and found that the clothes are really fashionable and cheap, but are most fast fashion brands not the same way? Why does it do better than others?

Weapons are hidden in invisible places.

Boohoo's cattle X is that it can be completed in 1 to 2 weeks, from the new design to the entire process of listing of the electricity supplier.

What is the level of clothing industry in 1 to 2 weeks? Most Chinese brands have a cycle of 6 to 9 months, H&M averages 3 to 5 months, and Zara is 2 to 4 weeks.

Boohoo is probably the shortest fashion brand in the new market.

The speed of Boohoo is now refined through imitation of Zara.

The most obvious feature of Boohoo is to imitate the operation mode of Zara. If you do not have to locate Boohoo, you can call it the "electronic business version Zara".

According to the trend of rapid design of the new style, the traditional clothing industry is crazy about the production cycle and the new speed, "multi varieties, small batch" for rapid market test, according to the market feedback quickly adjust production and distribution, etc., Boohoo is no longer imitating Zara.

Today, the average Boohootp launches 200 new models a day, with a maximum of 300 months, breaking the record of Zara's 120 daily average.

This means that consumers do not go out every day. On the Boohoot website, they can find more than 200 cheap and beautiful new clothes. This is a fatal temptation to the Boohoot's main consumer group, 16-24 year old girl.

Why can it surpass Zara in the new product cycle? From development to new product listing, the most important thing is to identify fashion trends, design, production and distribution.

Recognizing the fashion trend and the time of designing garments depends on the designer's ability. Many years of experience in costume design have made Boohoo's founders handy in choosing designers, and they have hired enough designers to ensure the overall speed of the design.

Relatively speaking, the time of production and release is controllable.

In these two steps, Boohoot has emerged as the advantage of the electricity supplier: the Boohoot can be used for the first release of the new product, in fact, it can only need one. The remaining number of codes can be determined according to the consumers' feedback. The new release is to upload photos, and each new dress of Zara usually needs to produce at least one set of code and 3-4 pieces, and also needs to be pported to the stores.

To achieve such a speed, in the final analysis, there must be a strong supply chain and management level as a support.

In Boohoot, from design to sample production, marketing to photography and so on, all links have been vertically integrated, mostly in Boohoot's headquarters in Manchester, England.

The Boohoot Suppliers account for 75% of the total in the UK.

All the photos on the Boohoot website were filmed in 5 large studios at headquarters, and 350 new products could be filmed every day.

Boohoot has more advantages than that.

Boohoot can quickly analyze which new styles are more popular and make mass production adjustments through the website's consumer behavior data after the new website is put on the website.

This is Zara as a physical store that takes more time and cost to complete.

Zara's new clothing is pported to the store. After a period of sales, the company can make mass production adjustment.

The advantage of follow-up Boohoot will be more obvious. With the increasing number of fans of Boohoot, the number of "voting" who participate in the new product is worth more. The Boohoot will be able to wait for more accurate data in a shorter time and shorten the decision time.

In addition to the mode of operation, Boohoot is still looking for market breakthroughs, which brings us no small surprises.

Boohoot's latest sales figures show that the biggest contribution to profits is the big size clothing and super size clothing! How did it find this sales point? This is due to the Boohoo category and special costume strategy.

In addition to providing exceptionally rich conventional clothing categories, the Boohoo website has developed 9 distinctive categories, such as TALL suitable for high crowds, PETITE for short people, PLUS for obese people, and NIGHT for people who want to go to nightclubs.

The idea of Boohoo is to enable young people of any size to find cheap clothes that suit themselves and are beautiful and fashionable on the Boohoo website.

From this point of view, Boohoo is very clear about what the fast fashion clothing brand that consumers want most.

The improved Zara mode of operation, the ability to find market breakthroughs, and the brand appeal brought about by the close interaction with young people in social media such as Facebook in recent years have made Boohoo's sales better.

What can its success bring to the businessmen in the clothing industry?

Zara's Inditex group CEO Pablo Isla once said: the core advantage of Zara lies in the globalization of business mode.

Responsiveness, constantly improving design capabilities and other strategic initiatives.

What the Isla concluded is actually the most suitable mode of clothing industry operation.

The reason lies in

May always be "dozens or even hundreds of dollars, only a fire, a fire to earn enough" Curse of "control", in order to make money in this game rules, we must "spread the net wide", "multi net", "quick net".

Boohoo's success has also been judged.

Boohoo's luck is that it has tried to use this mode in the form of electricity supplier. The convenience of the electricity supplier and the accessibility of sales data have more optimized this mode, so that Boohoo has the opportunity to create a new mode that surpasses Zara.

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