What Is The Success Of Fast Fashion Brand ZARA?

Few people know that the headquarters of the international fashion giant is not in the bustling capital of Madrid, but in altso, an obscure town in northwestern Spain.

However, this town controls a huge network of more than 80 countries and more than 7000 shops, which controls the global fast fashion vane.

When there are new popular elements in movies or TV media, ZARA can complete the imitation of star costumes or creative works of top costume designers in a matter of days.

From the identification of fashion trends to the new fashions that cater to the trend of fashion, ZARA takes only two weeks, while the traditional production cycle takes 4-12 months.

So Zara has created one in the field of FMCG.

Myth: ZARA designs 18 thousand new designs every year, with an average of 2 to 3 weeks per week for new shelves, which can be produced for 7 days, 14 days for cabinets, and 30 days for cabinets.

About 50 thousand new fashions are launched annually.

Another fashion brand GAP can only launch 4000 models a year.

Zara can be quickly captured.

And quickly made clothes, and then sent to stores around the world, Spain reported: "designers on the computer design of a garment in two to three weeks the fastest way to reach customers."

Of course, it matches the design speed of Zara, the work of hundreds of designers obscurity, and an average of 20 minutes to design a garment, which is 4-6 times the H&M.

So Zara has no response to fashion, so how can Zara accurately collect these fragmented fashion elements?

The designers of Zara are typically "flying trapeze". They often fly through various fashion conferences, or enter various fashionable places.

Therefore, ZARA's design inspiration comes from a large number of fashion frontiers distributed in bars, showrooms, fashion week and so on. Usually, when the latest designs of some top brands come out soon, Zara will release very similar fashion designs.

This way of design ensures that Zara will keep up with fashion trends.

Therefore, every year, Zara will pay tens of millions of euros to the top brands.

Zara did not give up this design pattern.

The profit earned from it is much higher than that of a fine.

Besides, the best place to collect fashion elements is shops, because only shops can understand the needs of customers.

The store provides sales data, and then delivers it to the storefront manager. After finishing the storefront manager, the store manager gives the result to the design department. The design part designs the style according to the customer's needs, then submitting it to the commercial department to evaluate the cost and price, and then start the production.

Because customers' demand for fashion is changing, data collected from shops are timeliness.

This means that designers no longer play a decisive role in design, but need to understand the psychological needs of consumers. This is a reverse design concept.

Therefore, although ZARA is not the first advocate of fashion, it can rely on shops to collect current fashion trends and turn the current popularity into a realistic actor at the fastest speed. Some people call it "ZARA is a monster, a designer's nightmare", because the rapid response of ZARA will undoubtedly greatly reduce the overflow value of big brands.

Because no matter how big the brand of clothing, from design to the cycle of at least 6-9 months or even longer, so they have to work hard to predict what will be popular in a few months, how big the sales will be, and the final result is often a lot of unsalable goods, which can not be filled with the best sellers, but can only see the passing of good sales opportunities.