Massive Infringement Complaints, Electricity Supplier Pressure Rises Suddenly, How Long Can ZARA Copy?

Even if you don't study fashion, you will not be strangers to ZARA.

The Spanish brand, founded in 1975, has been leading the fast fashion trend, but it has also been full of negative news because of plagiarism.

The public's understanding of the ZARA brand is also largely related to its "copying myth" in the industry. For ZARA, "copy" is the magic weapon of all success. "We do not lead the trend, just want to be a fashion Porter"!

The strategy of ZARA brand is the typical "bringing ism". Copying money (product development) for 20 years has never been surpassed.

Moreover, "stable" "quasi" "ruthless", which makes many big brands and their sub line brands have no way to take it.

Looking at the global market, the brand of "copy" is a lot, but it seems that only ZARA can copy it out of a 100 billion commercial empire.

How big is ZARA Empire?

In 2015, ZARA's global sales reached 20 billion 900 million euros, the first time its parent company Inidtex group earned more than 20 billion euros.

In the same year, Inditex market value entered the 100 billion euro club, second only to the world's largest luxury group LVMH.

In May 2018, Forbes released the world's most valuable brand list in 2018, and ZARA ranked forty-sixth.

Amancio Orrtega, the founder of the world's richest man, was the founder of the world five times.

Although it is only a flash in the pan, it still lets the world see ZARA's gold absorption strength.

Despite the fact that Ortega's wealth has shrunk to $70 billion and sixth in the list of the world's richest men released in 2018, it is still a hard nut to crack.

How did Ortega, a small tailor, come from the standard "poor two generation"? How did he achieve his 100 billion ZARA empire by copying?

What is the killer of ZARA?

The biggest killer of ZARA is "quick copy!"

First of all, in the clothing industry, from design, purchase to production, the whole process usually takes 6 to 9 months, and only the design link takes two or three months.

ZARA only takes 2 weeks to complete the whole process.

According to the data, ZARA can design a garment every 20 minutes, and design more than 25000 new designs every year. The speed of "7 days production, 14 days cabinets and 30 days' cabinets" is very impressive.

It takes only 4 weeks for new products to be seen by ZARA, from design to production to sales outlets, while the average fashion brand takes 9 weeks.

"Fast imitation + parity sales + Fast Reading iteration" is the brand gene born in the birth of ZARA.

Compared with other fast fashion brands, ZARA can control the whole process better and faster.

"World martial arts, invincible, only fast and not broken" ZARA understands its way, "fast" to the extreme, and through the "big name design, parity sales" to meet the masses of consumers, so many fast fashion brand competition far behind, riding a dust.

Massive infringement complaints, electricity supplier pressure rises suddenly, how long can ZARA copy?

In July last year, Diesel's parent company OTB sued ZARA's parent company Inditex group for copying its Diesel jeans and Marni sandals design. It was also the first time that ZARA was convicted of plagiarism.

In addition, there are hundreds of cases of ZARA plagiarized infringement every year. The reason why they did not fear these complaints is that they earn more than they pay.

However, with the increasing awareness of original protection in all walks of life, the plagiarism of ZARA is becoming more and more difficult.

Despite the design team of more than 600 people, ZARA has little original design of its own brand, which has to be attributed to the deep influence of the "plagiarism" style.

In addition to being torn by complaints of infringement, ZARA is also suffering from tremendous pressure from other retail outlets and facing the throes of pformation.

In 2018, the growth rate of ZARA's performance slowed down sharply, and the tide of Customs shops also surged. The first store in New York was closed in September of the same year, and the flagship store in Chengdu also closed down in ZARA.

When the performance is slowing down and the stores are closed, how much can ZARA's "copy" road play in the face of new consumption patterns?

This takes time to test.