The Operation Mode Of ZARA Brand Is The Goal Of Many Enterprises

ZARA is the most famous Spain in the world Clothes & Accessories Brand. In many people's eyes, ZARA is the best model of the most fashionable long tail theory in management, and its operation mode is the goal of many enterprises.

As a benchmark company leading the future trend and representing the fashion apparel industry, ZARA is the undisputed ancestor of "fast fashion". At present, ZARA has more than 1200 stores in more than 70 countries and regions around the world. Since it entered the Chinese market in 2006, its expansion speed has also continued to advance rapidly. At present, it has entered 53 cities in the mainland, covering 21 provinces and 4 municipalities directly under the Central Government. In the traditional industry clothing Industry ZARA has gone out of a unique path, and its success is undoubtedly worthy of reference for enterprises.

The first is the change of the value portfolio.

Generally speaking, the route followed by high-end clothing brands reflects their high-end standards everywhere, such as high-end prices, top stores, world-famous designer Or including celebrity endorsements, advertising, product packaging, clothing and cloth Quality and so on, rely on the value support of each link, and finally achieve the high price of products.

However, ZARA is different. From the point of view of the store, ZARA is good at choosing neighbors. Dior, GUCCI, LV and other world-class stores are often ZARA's store neighbors, which is somewhat similar to the "comparative marketing" in marketing, that is, through the promotion of the surrounding high-end brands, it brings consumers awareness of their own brands. Not only that, in terms of celebrity endorsement, ZARA doesn't even have an image spokesperson. In terms of advertising promotion, ZARA only occasionally makes simple promotional advertisements, including the choice of fabrics. ZARA even has the idea of "enough is good". This idea of "saving while saving" enables ZARA to keep close to the image of high-end brands in terms of terminal sales, and greatly reduces its comprehensive costs, Finally, it created the mid end price positioning of ZARA. It is this change in value combination that has made consumers have a brand awareness of ZARA that is worth more than money, and this brand has been sought after all over the world.

The second is to win with speed.

ZARA has always been distinguished from general garment enterprises by "fast, small amount and multi style". Among them, speed is the most prominent feature of ZARA, and it is also the only fashion company in the world that can deliver the produced clothes to each store in the world in just 15 days. Rapid design, rapid production, rapid distribution, rapid sale, and rapid update make the development cycle of ZARA new products only 5 to 15 days through this fast business model, Its annual new models can exceed 12000, with an average of more than 200 models per week. This "small quick" model also reduces the inventory rate of ZARA to the minimum, and there is basically no unsalable inventory.

Of course, behind the extraordinary speed of ZARA is the system support of multiple cooperation, which is formed after years of systematic running in, improvement and improvement of ZARA. This fast model is a model of refined marketing management, which requires strong control over all links from design, production, logistics, sales and so on, so as to ensure the rapid and orderly progress of the whole chain.

The third is to be good at using subtraction rules.

No matter you are a world famous brand or a local stall, there will be their own core consumer groups. If you want to do business with everyone, it will make your brand nondescript. It is in view of this that ZARA has classified the market, maximized the value needs of the core target user groups, and provided services around those who pursue fashion and store experience but are relatively sensitive to price, instead of marketing to non target user groups. In this way, ZARA has subtracted expensive celebrity endorsements and brand advertisements, It also subtracts various costs required for large-scale production, creating profits for the company.

Focusing on the most troublesome inventory problem, trying to reduce the inventory rate is also a magic weapon of ZARA. Around this point, ZARA's approach is to improve the speed of the supply chain, pursue small batch production, simplify the process from design to sales, etc., so that the entire supply chain can run at a fast and predictable pace.

As spin In order to survive better, China's textile and garment enterprises, which are a big clothing country, need to find new models. Large scale homogeneous products can only become the past. There are many things that need to be changed, but the first thing to be changed is the way of thinking of the enterprise. For enterprises that have not yet found their development direction, even if they cannot succeed like ZARA, they must at least learn to think like ZARA.