Zara 2008-12-19 22:58:51 Zara Fashion-class image, second-rate products, third-rate prices. I want to Favorites Zara fashion is in the shortest possible time to meet the needs of the consumers of popular ZARA this so crazy world of young European fashion clothing brand! Build legend For designers, Zara may be a nightmare; However, in terms of business operations, it is a near-perfect case. After listening to the Italian Bocconi University Business School &quot;Fashion and Design Management&quot; Master Project Director Professor StefaniaSaviolo Zara brand introduction, Fudan University School of Management, more than 60 MBA, EMBA students given such a sigh. As the &quot;EU - China fashion industry brand building and management&quot; program speaker teachers, StefaniaSaviolo to the &quot;fashion&quot; under the definition of such a series: &quot;Technically, the fashion market behavior is driven by a variety of textile fabrics industry; from the semantic said that fashion is an individual or group through a variety of symbols, signs show non-text representation; the aesthetic sense, it is in a certain historical stage by living in a social and cultural background of the designer described the picture, is in dress, accessories and decoration style trends; while consumers, fashion is the most straightforward expression &#39;look beautiful&#39;. &quot; Stefania said fashion was synonymous with luxury, the social unrest often originated in the aristocratic gatherings in one detail; But now, fashion is already a full cat flutter. Love Health Activities: Since the rich can buy Chanel and Dior, civilian population can be close to Zara or H &amp; M. In Stefania seems, Zara as the world&#39;s leading public fashion brands, luxury brands and characterization of the eternal, the corresponding classical, but the era of fast fashion consumer a wonderful case. Zara&#39;s development review process, we can find, Zara&#39;s success is mainly based on two points, that is the basis of modern information technology to create the perfect management control system and have the ability to quickly imitate. Zara founder AmancioOrtegaGaona of &quot;fashion&quot; understanding of the concept is very telling, in his view, &quot;Fashion is in the shortest possible time to meet the needs of consumers on the popular.&quot; Neighbor with luxury In 1975, Ortega&#39;s LaCoruna in northern Spain founded the first Zara store. But then is not a fast fashion brand Zara, on the contrary, it takes the traditional classical style. However, this &quot;cheap classic&quot; mode soon Waterloo, Ortega was forced to adjust their thinking, the result is great success. Now, Zara has been in 31 countries with 735 sales points. Compared with other fashion products, Zara&#39;s marketing strategy is unique: cheap fashion, but with the luxury neighborhood. Be located in shops, Zara is very picky, only select the best site shop, surrounded by all the top brands. With many different fashion brand, Zara almost no advertising, because they believed that their store is the best advertising. In New York, it chose to Fifth Avenue; in Paris, it selects the Champs Elysees; in Milan, is Ai Maniu Boulevard; in Tokyo, is the Shibuya shopping district; in Shanghai, it&#39;s safe cinema in Nanjing West Road debut. Therefore, its neighbors are all LouisVuitton, Chanel, ChristineDior, Prada, GeorgeAmarni so. Moreover, Zara select only the best models, such as Chanel show games AmberValletta is the most dazzling star, BridgetHall is RalphLauren regulars, they are the same for Zara spokesperson. This greatly satisfy the consumer psychology to show off: In the Fifth Avenue shopping, do not pay a million dollars, the same can be pretty bright, and meet, what better than this? Product quantity, Zara seasonal product sales based on market decisions, but have been controlled in a limited range. Good product sales will increase output, but does not increase too much. As with other limited edition luxury general, Zara to deliver such a message to consumers: a limited number available on all flights, otherwise no, this underlines his worth. Time is the key to fashion As both a manufacturer, but also retailers, so Zara on the production, supply chain control and management of each link is in place are. This makes it quick to follow up the latest trend, after an error in one part can be quickly corrected. We know that the fashion industry chain starting from the design. Zara&#39;s a new clothes style when finalized, the relevant data into the computer to guide the cutting Ji Bei. Moreover, Zara&#39;s outsourcing requirements of the limitation is very high, third-party products, shipped to stores need 6 months to complete their own products from design to the clothing is usually as long as 10 days. Although garment manufacturing industry, the cost of cheap labor in Asia has a strong temptation, but Zara Most of the products or outsourcing to complete in Europe, because Zara on production time, quality and transport costs have the strict requirements, they prefer to produce in Europe. Zara supply chain distribution is the most significant one bright spot: Whether internal or outsourced production, Zara all products ultimately focused on Zara huge distribution center, where the package is sent to various stores worldwide. Now, Zara&#39;s logistics center can process 60,000 garments per hour. Since &quot;Fashion is in the shortest possible time to meet the needs of consumers for popular&quot; Zara&#39;s customers to make into something fresh every week, they must enter a few times a week delivery. According to statistics, Zara&#39;s customers to patronize their store a frequency of about 17 times a year, is to store the frequency of its competitors, 3-4 times; and Zara quarterly product sales price reduction is only 15% of its total sales -20% , well below the 30% -40% of the industry average. Fashion Fast Copy Today, Zara new year to release 11 thousand kinds of clothing, is 5 times the normal brand. Zara company&#39;s work is more than 200 designers in Paris and Milan to see advanced customization Women show, learn the wisdom and ideas from top designers, and manufacturers to imitate. Designers and store managers in the same office, from the first line of information can be quickly back to where designers and producers to adjust the product details in the shortest time and production processes. Update frequency so frequently, so Zara known designers nightmare. For many designers, Zara is a monster, like a no-brainer, but the money-making machines run fast, Zara&#39;s imitation of their creativity will undoubtedly devalued. But from another aspect, this is what Zara important reasons are very popular: the rich to buy Zara, because it is fashionable; low-income people to buy Zara, because it is cheap. When the big stage of the garments are still orders this quarter, the latest elements in the Zara stores around the world have nowhere to seek, despite its originality is not high. Stefania Professor in the eyes, it seems difficult to resolve such conflicts: after all, fashion is a need to inject the soul of creation, can be elusive at the same time it should not be a public thing. In any case, management sector, for fashion, Zara indeed led a popular revolution in fashion. l excluded: Switzerland and the United States, H &amp; M fashion brand stores such as Gap, have been prepared to expand into China market Recently, many trade enterprises started to operate foreign trade, foreign trade enterprises have begun to compete for domestic trade was returning to the mainland space, the next 10 years, textile and apparel trade is expected to re-establish international rules. : &quot;The world apparel giant has declared war on our doorstep, and our clothing business if you continue indulging in OEM production to meet the low-end exports, then the future will not only lose the international brand market, and a great brand apparel in China mainland market will hand over people. &quot; China Zara opened its first flagship store on the 24th. . The process of global integration is really very quickly Spanish First, the world&#39;s third of the clothing retailer Inditex&#39;s Zara chain in China --- dormant years Spanish retail chain Zara has a giant InditexSA will visit China. 20, &quot;First Financial Daily&quot; informed that the first Zara flagship store on the 24th this month began trial operation. Store located in the &quot;Golden Triangle,&quot; said the Shanghai Nanjing West Road, an area of about 1500 square meters, and Hang Lung Plaza, CITIC Pacific, Westgate Mall and other places adjacent to the top consumer. Meanwhile, the second in Shanghai Times Square flagship store has started the preparatory work and will be open for business in July this year. The impact of international fashion brands Zara is a Spanish number one, ranked third in global clothing retailer Inditex company&#39;s nine apparel brands, is one of the most successful, is considered Europe&#39;s most research value of the brands. Industry that, Zara will enter the number of international fashion brands with similar positioning as Esprit, Mango and other impacts caused by the market. The Esprit brand has been under attack. Zara shop because the selected conflict, Esprit is located in Times Square flagship store in Shanghai yesterday officially closed down. , The shopping malls will be immediately under the specific requirements of Zara on the store to proceed with the conversion. Shanghai Times Square Property Management (Shanghai) Co., Ltd. PR Director Li Qing told reporters, Esprit had a good operating condition, but because of the introduction of Zara is very rare, can further enhance the image of shopping malls, Times Square, so reluctantly must sell only to give up the Esprit. Zara selected shop in Shanghai Times Square, one to two, is the best place in the mall, an area of about 1,500 square meters. The Zara is located in Nanjing West Road, the first self-Esprit flagship store and the nearby flagship store just across the street, causing the spread of its passenger traffic more direct threat. Shanghai Times Square, said, Zara&#39;s advantage lies in design capabilities and supply chain management, the brand always ready to ensure the world&#39;s latest design, the fastest growing logistics channels. Dormant years in China While the flagship store of the preparation time is not too long, but Zara has done for entry into the Chinese detailed and lengthy preparation. It is reported that, Zara&#39;s office in Shanghai had established a decade ago. According to insiders, was the major work undertaken by the Office of global sourcing, buying, fabric shipped abroad, and take this opportunity to familiarize the Chinese market. To the last year, in preparation for its first flagship store, Zara basis in the office was established in Shanghai Sa La (Commercial) Limited. The company&#39;s flagship brand, as Inditex, Zara&#39;s parent company into the expanding market in China undoubtedly played a speculative role. At present, Inditex 52 countries around the world have 2,116 branches. When we talk of &quot;fashion&quot; is often thought of when Yong Rong Huagui Paris, Milan, colorful, and even there will be soon a man staid London; talk will cover issues such as popular &quot;Chanel&quot;, &quot;Dior&quot;, &quot;GUCCI&quot; , &quot;Armani&quot; and possibly &quot;Dunhill&quot;. &quot;High-end, fashion, luxury&quot; is synonymous with them, dozens or even hundreds of years of history make it feel more integrated into the nobility, &quot;Spring Snow&quot; type of marketing measures for the average consumer is always hard act to follow. Spain is located in southwestern Europe, the barrier of the Pyrenees to Spain he sacrifice the long corner. In most people&#39;s minds, Spain beauty, beaches, there is bullfighting, but also football, &quot;fashion&quot; with the Spanish word seems far-fetched, but the fashion industry in Europe in recent years has suddenly blowing a &quot;whirlwind of Spain.&quot; ZARA represented by a group of alternative fashion brand break through the traditional constraints, imposing&#39;s become a fashion leader. What is the reason for ZARA will soon grow into highly competitive international brand? 1, should be attributed to efficient organizational system products. Here, we say that the product is not development but ZARA organizations around the world because of its extremely stylish sense of smell have a sense of the buyers, to help ZARA brand around the world gather in the area now popular products, and through the purchase of the product focus on exchange at the designated location, by a professional fashion designer by category, style and the style of the new revision, form a new product thematic series, which go along with fashion Liu Xing Xian period features, You Nenggou avoid product design Erchan Sheng Yin&#39;s market doorpost sleeping mat □ toad Central A Wo Jiao Gui Yu ara employ more than 200 designers from Milan, Paris fashion shows get design inspiration, using high-end fashion brand information published ahead of the traditional (such as the March release in autumn and winter fashion, in September released in spring and summer fashion, Published and real season is usually the middle of 6 months difference), so that the trend of fashion magazines also notice when the quarter, Zara window display such content in. Second, rapid production and supply chain opportunities to gain market the brand. The traditional clothing brand from product design to fabric and accessories sourcing, production, processing, transport and logistics, to the final product was added to our sales often require 2-4 months, high-end fashion brands will be longer. ZARA use of global sourcing transport system so that all regions of the whole process of store shelves of goods the shortest only 10 days, the world almost simultaneously on all new goods store, a short time difference will not exceed a few hours. This allows ZARA the first time, the existing batch style prevalent in the market of goods sold, keep up the pace of fashion. Use of low-volume, multi-batch mode of supply, twice a week around the shops to the delivery of new products, sales of more than two weeks of the lag deposit products will change in time. Thus, not only speed up the update rate store products, bringing consumers frequented; and franchised stores do not have to set up a dedicated cargo library, reduce marketing costs of inputs. Third, special marketing to attract more consumers to shop. ZARA brand with more than 500 stores worldwide, ZARA store each one as its called is called a small mall shops, as ZARA stores often have thousand square meters, on a million different styles clothing, so that consumers can form a &quot;one stop&quot; shopping environment. Variety of small amount of marketing to make the same style, different sizes of fashion only ten pieces, the sales is good up to replenishment twice, on the one hand reduce the production of homogeneous products, to meet the market fashion, individual needs; On the other hand, it prompted an immediate customer consumption, and avoid shopping regret. ZARA Meeting on a quarterly basis through the best-selling pop single product, set the brand marketing of the Director, after revision, and group sections manner sensitive to the popular and spending power of 25-35 year-old customer base to provide high quality, low price popular fashion. &quot;Consumers want?&quot; A company&#39;s most important reference target, the global retail point of front-line workers to listen to the recommendations of consumer products, from color and style to the price, daily summary back to head office, design department immediately review, two weeks later, according to customers new products resulting from the recommendations can be found in the shop. Rapid market response and reasonable way of brand operations, making the brand ZARA 30% annual growth rate, the annual turnover more than 2 billion U.S. dollars. ZARA appearance, breaking the traditional clothing brand operation of the Road, its core value is &quot;speed&quot;! Through all aspects of the &quot;speed&quot; to enhance access to marketing the &quot;pot of gold.&quot; Its model can learn for our enterprises to increase the means and methods of market operations, provide us with a broader business ideas. But the &quot;reference&quot; is not &quot;plagiarism&quot; in accordance with the actual situation of enterprises appropriate reference, we should also pay attention to: The speed increase comes from intensive high-performance management; &quot;Speed&quot; Although the market is occupied by ZARA magic, but &quot;speed&quot; is behind the efficient management of ZARA intensive. China&#39;s clothing brands from raw material procurement to product market supply chain links of each undertaking is still in their own way, each system is no relationship. A product to market needs: the production and purchase fabrics and accessories -&gt; finished garment manufacturing enterprises -&gt; goods logistics and transport -&gt; Brand terminal sales, four basic aspects of security. Not allow the formation of supporting rapid interactive business management of the environment, even if one of the links in the management and efficient operation we can provide the supply of opportunities, while other partners are not on the Xiayou with their conduct in the final formation of &quot;plug efficiency&quot; . ZARA brand was founded, has faced such a problem, only according to the traditional &quot;step by step&quot; development, although ambitious, but useless. In the find &quot;can not break the current approach can not produce more effective&quot; after the bottleneck, ZARA has invested heavily in setting up its own textile and clothing factories, and some of the major regions in Europe, the establishment of Cat Fight. Love life, logistics and transport companies . 14 links a large factory automation distribution warehouses, made entirely from the sale, although the cost of production than the outsourcing of production by 15% to 20%, but efficient job management allows production speed have been upgraded to reduce inventory costs caused by stagnation pressure , so you can maintain a stable 10% profit. When ZARA&#39;s store to reach the Americas from Europe and Asia, in order to solve the same problem, and reduce investment in fixed assets, the way they take the shares, with some strong production capacity and product quality management and ensures a certain manufacturing enterprises to establish a partnership, and logistics professionals from sales in the region to solve the transport company. Therefore, a product today came from the designing to the choice of materials, dyeing, tailoring, needle sewing, ironing, delivery of finished products added to our maximum of only 3 weeks of rapid supply system. Of course, we can not the same as ZARA invested heavily to build a supply chain of its own production, but China has a large number of textile and garment manufacturers, in many ways can the same result. Stability of the brand from a stable supply. Operation of many enterprises in brand management in order to avoid risk, many take a &quot;virtual business&quot; approach, with the upstream and downstream production enterprises with products trading business create a fragile relationship, the two sides can not reach a consensus on a good development. Therefore, the way shares Ibid and businessmen to establish business cooperation with the downstream business model, not only relations between the two sides closer together to form a &quot;force&quot; effect; the other hand, so that brands can participate in production management, the whole process more conducive to the overall planning, to break the &quot;plug efficiency&quot; of the bottleneck. The speed increase comes from the advanced mode of operation of the brand; ZARA and similar international clothing brands on the mode of operation made a brilliant conclusion, namely: first-class image, second-rate products, third-rate prices. International brand image has very strict requirements, even for a family workshop, will be decorated stores have their own characteristics. The image of financial strength to establish not only the embodiment of brand culture and product characteristics is an alternative expression. The former tend to focus only on domestic enterprises, and international brands have more focus on the latter. They think that &quot;mood&quot; and &quot;content&quot; is a mature brand and create consumer awareness of secondary purchase intention &quot;approach to the Stone&quot;, so features will be set up under the unified brand image of a personalized logo to display from the service, from management without exception, according to the planning of this &quot;hidden rules&quot; to implement the operation. The so-called &quot;second-rate product&quot; refers to its high-end fashion brand comparison. Suitable products to enter the consumer market quickly, to avoid the production of a longer production cycle or higher grade fabrics used in the product, the product type is also more choice of non-fashion women&#39;s winter class-based. They will &quot;fashion&quot; irrelevant minutiae lose them altogether, the premise of guaranteeing quality of products under the maximum cost savings. In product design, not demanding the details of the production advantages of pursuing the most popular products are time, not &quot;shape&quot; just to &quot;bore a striking resemblance.&quot; In the &quot;price&quot; of awareness, domestic brands in product marketing, always think &quot;fashion&quot; products than their high R &amp; D and production costs, but also added more brand value in which, therefore, should be also must be &quot;high value&quot; products. However, ZARA, the thinking is different, they think that no matter how good the product, sold only if you do not take up the Treasury funds a pile of scrap stagnation pressure only, and its up for sale, not as good as cash quickly led to the production of secondary . For example: ZARA franchise store in Singapore Women&#39;s T-shirt is only 19-26 dollars, while the same types of products to be sold in other branded stores to 40-60 dollars, so more consumers will not hesitate if a fancy a dress the purchase, the consumer price of each garment is not high, but many times the cumulative average, each post-consumer customers after the store was able to stroll over consumption in the hundred, while the heart will feel very affordable. ZARA manner worthy of our operating companies to think, when China&#39;s consumer market with the gradual integration with the international trend, it has a &quot;faster and more accurate&quot; market remedies, will be the measure of the core apparel brand competitiveness scale. Just as Confucius said, &quot;the three-line, must be my teacher,&quot; each brand in the market environment, that is a competitor and learn from. So who will learn, it will &quot;learn&quot; to understand with the actual situation is more &quot;flexible&quot;, who will win the market and win a broader space for development!
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