Zara is one of the world’s most famous fast fashion retail brands.Its founder, Amancio Ortega, is No. 6 on the Forbes Rich List.But in 1975, when he started Zara as an apprentice in northwestern Spain, it was just a small clothing store.Today, the little-known Zara has grown into a leading global fashion brand.The reason why zara completely subverts the fashion industry is because it successfully created the concept of “fast fashion”, let’s take a look.
Zara fast fashion “leading” journey
The founders of Zara have always believed that clothing is a “disposable consumer product”.They should be phased out after one season, not stored in the closet for long periods of time.People’s attitude towards clothes should be one that loves the new and hates the old.Zara’s sensitive supply chain system was born from such a unique fashion concept.And this greatly improves the “lead time” of Zara’s payment.Zara can beat the competition by launching new styles at the fastest speed according to fashion trends.
At that time, the production cycle of international famous brands was generally up to 120 days, while the shortest time for Zara was only 7 days, usually 12 days. These are the decisive 12 days.There are three main points in this system: fast, small, and multiple.That is, the style update speed is fast, the number of single styles is small, and the styles are various.Zara always follows the trend of the season, new products arrive at the store extremely fast, and the frequency of the window display is changed twice a week.This is exactly the same as the characteristics of “seeking speed” in the era of fast food.
For example, if a star with the same dress becomes popular, Zara will design a similar dress within two to three weeks and quickly put it on the shelves.It is for this reason that Zara has quickly become the most popular fast fashion brand.What’s more interesting is that Zara’s new quarterly sales are only available in stores for three to four weeks.
Zara’s “snowball” is getting bigger and bigger.
“The harder a product is to buy, the more popular it will be.”Zara has cultivated a large number of loyal fans through this “manufacturing shortage”.”Multiple styles, less quantity”, consumers want to buy new products of the season, they must continue to pay attention to the store, which allows Zara to achieve a breakthrough in economic scale.And such smart and novel marketing methods have made Zara rapidly grow into a leading global fashion brand.
Afterwards, “fast fashion” rose rapidly and became a major mainstream in the fashion apparel industry, driving the global fashion trend.
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Post time: Aug-24-2022