Trend-setting fashion luxury brand goods industry, most businesses have chosen to follow the strategy, for example, LV released a yellowish bottom coffee plaid leather handbags, a few months later the streets visible trendy ladies Stock your The high degree of simulation handbag. ZARA a fundamental subversion of this situation, the latest design of the luxury brand has just unveiled in Milan and other world-renowned fashion exhibition, two weeks after the ZARA store can be purchased, in the shortest possible time to meet consumer the needs of the popular "concept to meet the needs of the market.
1.A first-class fast-fashion brand
ZARA class image opposite direction with the practice of most companies large sums into advertising, we rarely see ZARA Clothes advertising, but many large cities the downtown area but it is easier to see the gorgeous figure, such as Hong Kong Times Square, Nanjing West Road, Shanghai, Shenzhen Yi Tian Holiday, especially in the boutiques of the shopping plaza, ZARA often is the LV, dunhill, BOSS, Dupont, MaxMaro luxury brand neighbors, and sometimes, careful you will find in The ZARA store see a section for clothing with top Shoppes see somewhat similar.
2.Pleasant shopping experience
Into the ZARA Clothes stores to attract you not only atmospheric decor, an array of fashion, to facilitate the selection of the store design, enthusiastic sales staff make you fully aware of the first-class brand of fashion to bring you pleasure.
3.Mass consumption affordable prices
"If you do not know what to wear suitable, you wear ARMANI (Giorgio Armani)", which is the buzzwords of high society in Europe and the United States. However, for the general public, the luxury brand, after all, is too expensive. ZARA store in the popular, you can always find a suitable clothes. ZAR to meet the people's desire to trend, to ensure that your wallet is not bleeding, its price is generally only about one-tenth of the luxury brand, fashion is no longer the exclusive rich people, and to become a mass-consumption, people ZARA fashion to call it MacFashion (McDonald's style fashion) it is not difficult to imagine.
China's large population, both large consumer market is also the garment industry big country, how to reference the successful experience of the Kam ZARA rather than simply imitate is worth thinking of our garment enterprises. Casual wear, for example, China's first generation of casual wear Giordano, Baleno, represented by the beginning of the second generation of casual wear is Mester. The and pure Bonwe representatives Mester. The two main series of Bonwe Campus (by Angela endorsement) and urban series (endorsement) by Jay locked 18-25 year-olds, a 2009 turnover of nearly 60 billion yuan, an annual growth rate of more than 30%. However, according to the unified data of the professional organizations, Smith Barney, Baleno, Jeanswest, Semir and pure and other top five brand retailers total market share is still less than 4% (3.68%), the gap between the brand has not yet been opened, the first major the market share of the brand Smith Barney nor to 1% (0.95%), its size is not very clear, homogeneous competition, in the face of large-scale attack in recent years, China's first-tier cities ZARA and H & M (headquartered in Switzerland The mass fast fashion brand ZARA's main rival), should be a priority.
4.lower inventory, higher rates sold
Many businesses are concerned about the merchandise sales and gross margin, but are often caught in the pursuit of high gross margin, or the pursuit of puerile choose a vicious circle, ZARA Clothes than the general garment enterprises have higher sales and gross interest rate. Level of profitability in the apparel industry depends not only on the gross margin of the product, depending on the commodity sell-through rate, especially in the fashion clothing, even if the original high margin products, sell-through rate is very low, most out-of-date clothing inventory at deep discounts, the overall gross profit margin inevitably significantly reduced. Zara Clothes using a small amount of diverse mode of operation, each garment market soon, and production is limited, sold out no longer replenishment inventory than peers, this is our go to Zara Clothes specialty stores, often rarely seen discounted clothes reason. On the contrary, if you fancy style not to purchase soon, but many ZARA clothing styles, a steady stream of innovation, you will not feel out of stock, on the contrary, even if you used to go there will be fresh. According to statistics, ZARA Clothes patronage frequency of its stores about 17 times a year, to its competitors shop 3-4 times the frequency; Zara quarterly price products sold only 15% of the total product -20 %, well below the industry average of 30% -40%.
5.ZARA more than half of the purchases are all kinds of high-quality non-dyed fabrics, patterns and colors required by the designer in their respective factories, printing and dyeing, so that can avoid the procurement of finished fabrics more stock can also be dyed design specifications.
6 responsive IT systems
The ZARA stores are basically outlets, with Starbucks coffee like. Have their own large chain store network and operational information, and can sale terminals quickly reverse speed to the headquarters. The same time, a large number of investment gold to build their own factories and logistics system, in order to facilitate the one hand and the customer needs and the one hand and the production, rapid response to market demand for IT systems play a key role.
Many successful chain management brand are very focused sales end IT system construction and sale terminals and headquarters ERP system associated. ZARA Clothes stores use IT systems management stores, such as daily sections of the clothing sales, inventory, stock, etc., at the same time, through the IT system to store real-time data feedback to the headquarters of the ERP system, the headquarters Keep changes in market demand, terminal sales data statistics and analysis for the design, procurement, production and distribution.