Zara Fast Fashion Legend: Plm For The Garment Fresh
Zara Fast Fashion Legend: Plm For The Garment Fresh
Zara: Fast fashion legend For domestic Clothing Enterprises, from design concept to the shelves only 10-15 days, inventory turnover to 12 times per year, each year more than 12,000 kinds of products to customers, 15% of the margin, this set of data may sound like just days side Night Tan. However, those in Spain, Zara has become a reality.
1975, the apprentice's AmancioOrtegaGaona remote town in northern Spain called Zara opened Arteixo small Clothing Shop, now, past the little-known Zara has grown into a leading global fashion brand. Zara because of its "affordable fast fashion", by "Business Review" as "the garment industry, Dell"; Harvard Business School, said Zara as "the most worthy of the brand in Europe"; such world-renowned Wharton School of Business College will be Zara as "a model of future manufacturing."
So-called "affordable fast fashion", including the meaning of the following three aspects:
Affordable: the price much lower than the same degree of fashion fashion brand. In addition to the store twice a year outside sales, Zara almost without any Advertisement , Saving the cost of parts to help customers;
Fast: through strong vertical integration of supply chain and integration IT System to achieve rapid response to market;
Fashion: Zara's design process is very concerned about the customers and the latest trends. Yield on the season past lives through control and deferred ensure always followed the latest fashion.
Strategy to achieve rapid fashion, Zara has adopted a set of operational strategies:
Product organization and design: Zara's product development strategy is rapid imitation, by the very fashionable around the world smell of buyers, Zara quickly capture trends and pop elements, and delivered to the headquarters; from design experts, market analysis composed of experts and buyers, the headquarters of the professional development team to discuss clothing style, color, Fabric , Price, and quickly reach a consensus. Zara nearly 40,000 a year designing new products, choose from 12,000 ~ 20,000 models on the market.
Procurement and production: Zara a dual supply chain strategy, the fashion section of the rapid response supply chain and the basic models of low-cost supply chain. For fashion models, in order to increase market responsiveness, Zara with a high degree of vertical integration of supply chain, products are produced in Europe 80%, 50% of their plant. General Internal factory-only production is expected next quarter, 15% of sales, selling products such as the current set aside a lot of capacity replenishment. 40% of fabric supply from within, of which 50% of the fabric is not dyed, so you can quickly respond to market trends on the color change (delay strategy). It is this pattern of vertical integration, allows Zara to speed much faster than the competitors (10-15 days can be), much smaller batch production.
Product Distribution: To ensure the delivery speed, Zara application of the underground conveyor, laser bar code sorting, order direct distribution, logistics, high-speed delivery means, so Europe can store received the goods within 24 hours, the U.S. store can be received within 48 hours, the Japanese store in between 48-72 hours before.
Sales And Feedback: sales are close to the customer's part, it is both the end of the supply chain is also the starting point of the supply chain. Zara's store not only twice a week under the replenishment orders to the headquarters, but also to daily sales information back to headquarters to, in order to determine the headquarters or unmarketable products are sold. If it is sold, reserved capacity can ensure timely replenishment; If it is unmarketable, because small quantities can also be a timely manner. Through this "sense and response" (SenseandResponse) model, Zara makes discount promotions and inventory losses to a minimum. Moreover, the bulk of small customers are objectively created a sense of urgency to buy. For Zara, the store is selling the terminal (communication style to customers), it is the buyers (first-hand fashion to capture information).
Inditex (Zara's parent company) CEO ____castellano that: "in the fashion industry, inventory is like Food , Will soon degenerate, we have done is to reduce the response time. "This statement illustrates the image of Zara" affordable fast fashion "concept.
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