Source / Existence Brand Home (ID: ZANTANLIFE)
Editor / Xu Lin
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\”The world is martial arts,\” This is the golden sentence of the fire cloud evil in the movie \”Kung Fu\”, his \”fast\” can even play the man play.
So the problem is coming, in the real life, is there really a legend of \”I don’t break\”?
Yes. And you may have a monthly salary contribute to it – ZARA.
Talking about the most successful brand of international fashion, Zara from Spain absolutely ranked first.
Founded in 1975, the time of forty years, it has been ranked third in the world, and the first-ranked clothing company ranked first in Spain. At the same time, the Harvard Business School is rated as the most important value of Europe, and its white hand is The founder is more surpassing Buffett, and has become the world’s ranking, Zara has 2,259 direct camps in 96 countries and regions around the world. It is called the world \”the most innovative ability and the most horrible\” clothing. . What horror? Speed \u200b\u200bhorror!
How fast is the \”fast fashion\” label
There is a story to describe ZARA speed: 2015, a woman named Miko wanted to buy a pink scarf, so I walked into the Zara store in Tokyo. But unfortunately, the Zara store is full of T platform latest trend scarf, which is no Miko you want. Similar situations occur almost at the same time in Toronto, San Francisco and other Zara stores.
How did you guess the story? Just 7 days, more than 2,000 ZARA stores worldwide have all been layered and sold out for 3 days!
The other story is said: 1,200 shirts in the Zara plant in Northern Africa can produce 1,200 shirts, and there is a stopwatch with a stopwatch. Monitoring to ensure that each worker’s work can be accurate to \”one minute.\” What is even more done is that the time to complete a shirt must be strictly controlled in 38 minutes. Once the time is exceeded, the factory will face a loss.
It is terrible, I have a 100 posture that I am going to work, I can’t show it here.
Perhaps these stories are not enough, and the netizens of the cerebral holes have named a creature called \”Zara boy\”. It means that the girl around the body is very fast, and I can go on a quarter. New a few times.
However, there is a data display, ZARA’s annual rapid design new product can reach an amazing 25,000, with an average of 2 weeks. This is less than 6 months with the industry, and there is more than 9 months of the new rhythm to form a hetero.
图 源 zara
Customers in the Type of T-plane, often take a few months to reach department stores, but in Zara, you can don’t have two weeks. Find the \”similar\” design. This exotic speed is that ZARA can still account for a fast fashion market.
For fast, ZARA is all
It is well known that the latest fashion trend is between T platforms to consumers, there is always a long time difference, and there is almost many clothing brands that can effectively solve this problem. The ghost Zara played this time difference, started to feed the public consumers with \”the latest trend + large design + low price\”.
1 Self-built \”Lightning\” supply chain
Unlike H \u0026 amp; M, GAP, etc. fast fashion giants will give most of production outsourcing Cost countries in order to reduce costs, Zara actually dare to go, put production center in human cost than 5-7 times of Spanish, 5-7 times, more than about 50% per year, is all about 50%. It is done by yourself in Spain’s production base.
In the 200 mile production base of Spain, Zara concentrated on 20 highly automated fabric cutting and printing and dyeing centers, and 500 people-intensive distribution factors, compared to competitors to overseas manufacturers. Must do at least 6 months in advance, Zara’s own supply chain, from the market research, to design, board, sample clothes, mass production, transportation, retail, can be self-flexible to control .
Feel the speed of the production line, fast to blur
ZARA even presses the production base underground, ensuring that the establishment of the underground transmission network can always put the most fashionable according to the new order The cloth is on time to the terminal factory, ensuring that the first week of the devil is only required for the first week from the new plan to the production.
In logistics distribution, Zara’s European countries near the European countries use trucks, with an average of 36 hours to shop;
, in order to ensure that it can ship within 48 hours to ship to Eastern Europe, United States And Asia and other places, Zara is even willing to use the hugegar to set up an air cargo distribution company. One year average of 2,000 shifts, the charter will send the goods to the stores around the world.
图 源 Inditex,
ZARA boss 19Established in 84 years, covering an area of \u200b\u200b10,000 square meters
The most terrible thing is the world’s Zara chain store, almost all have exact independent order rights, even if a piece of clothing only booked one, It is delivered to the store within 36 to 48 hours, on sale.
Don’t think that the clothes will be full of shelves, in the first week of Zara’s new shelves, if some styles can be welcomed as freshly released cakes, then the second week it will disappear in the store, production line Orders will also be immediately stopped so as to immediately give the new season’s ready-to-weare, run out all the goods every 3 weeks can change the change rate, \”Zara shelves will always be new trend\” differences. The image is also implanted in the subconsciousness of consumers.
图 源 zara
What is interesting, this \”fast, diverse, small amount\” operation is derived Scarce urgency, simple point, once the customer saw the heart-moving clothes, no horses, it is likely that two weeks will be out of stock, and no more replenishment, invisible increases customers to the store And buy opportunities.
In the apparel industry, if the same customer can go back to the store 3 times a year, it is a great thing for any fashion shop, but in Zara, this number can go to 17!
2 customer-oriented design system
ZARA does not have a speed in the industry, in addition to the self-built \”lightning\” supply chain, the other secret is its Customer-oriented is the design system of the gauge.
The comparison cost will design the universal practice of the design burden on a designer. Zara is more fun to spend money to build a strong design team with 400 designers to abandon the forecast of fashion trend shipping industry practices. This god-speed division is more focused on the immediate performance of the fashion demand below the customer.
On the one hand, the design team is always on the first line of New York, London, Paris, Milan, Tokyo, etc., to understand the latest popularity and consumption trend. On the other hand, in real time and global shops, customers have purchased the store data network to instantly master the product sales status, customer preferences, etc., and draw the design sketch with this;
[123 The business team will follow the sketch for feasibility evaluation, and the cost, materials, quantities, etc. are refined, and then start the board, produce a sample, and finally transferred to the factory production, each step is seamless.
This kind of customer-oriented speed design system not only accelerates the return of customers, but also effectively reduces stock backlog. In the industry, \”the apparel industry can make money, it is to see who’s inventory cleaner\”, in contrast52-94 days inventory turnover, Zara can be incredible for 6 days, so you can’t find any excess inventory or dead goods in the ZARA warehouse.
The Zara Zara
There is a question:
\”As an internationally renowned brand, why ZARA never advertises, or even more marketing? Do not limit its development? \”
Indeed, the specialty Zara and traditional advertising and marketing are almost insulated, and the traditional fast fashion brand has an annual advertising to invest about 3-4. %, And zara only can ignore ignore 0-0.3%. The money from \”province\” rushed to their own bag.
In other words, when the new product of competitors is still in the Pacific Ocean, Zara’s new products have reached the world stores, and they will put the money in their pockets into their pockets.
And with a fast fashion brand that is discounted almost every day, ZARA has averaged only 15% of clothes every season. It takes discounts, far away from 60. % To 70% industry average. That is to say, quickly meet the extra labor and transportation costs required for customers, soon they can make it back from the customer.
Another head, Zara is more keen to spend money on the store (do not engage in the franchise), and its store is almost concentrated in a global high-end flow, and the area of \u200b\u200beach store is 1,500 Square. It is not inferior to other companies in advertising in the store location, window design, and shop interior.
In Zara, only the store can really come into contact customers, and only the store can get the customer’s needs in time. Such a hand-made factory, you can touch the customer in one hand, is your ultimate profit.
It is true that customers can’t escape the three words of \”timeliness\” for fashionable demand, and \”fast\” is ZARA to transform from the street shop to global fast Fashion brand faucet boss’s winning magic, and the core competitiveness of the opponent can’t easily copy.
After all, in the fast fashion world, the clothing is also a preservation period as yogurt, and the bread is the same. People like to put the popular clothes more than others, then turn away from chasing the trend of the update, rather than will They put them into the wardrobe. At this point, it is clear that ZARA, which has created \”I’m not breaking\” business myth.
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