Search For The Secret Of "Fast Fashion" International Brand Operation

"

Harvard Business School Business Case

According to statistics, sales reached 12 billion 527 million euros in INDITEX, of which 72% sold to the international market, and trade and investment in the past 5 years reached about 4000000000 euros.

INDITEX owns 8 brands including ZARA, PULLAND BEAR and ZARA HOME, and has opened more than 5000 chain stores in 78 countries and regions, 7 of which have entered the Chinese market.

The operation mode of ZARA has been summed up by Harvard Business School as a successful business mode teaching case.

INDITEX's eight major brands such as ZARA, more than 5000 chain stores, all over the world famous commercial blocks such as New York Fifth Avenue, Paris Champs Elysees street, Red Square in Moscow, and Tokyo, and Shanghai's ZARA chain store also occupied the most prosperous business circle in Huaihailu Road, Nanjing West Road, Xujiahui and so on. But INDITEX headquarters is also located in northwest Spain, near a Portuguese town called La Coruna, population 300 thousand, and fishing industry.

Located in the small town, it did not affect the "fast" fashion of ZARA at all. It only takes three weeks from design, plate making, production and distribution to the ZARA store in New York, Paris, London and Shanghai. The chain store in Shanghai orders from headquarters, from writing orders to receiving goods, less than 48 hours is almost the same as starting from Shanghai's exclusive stores and arriving at its headquarters.

Designers and product managers are "one to one".

The ZARA design process reverses the traditional process of traditional clothing industry. Designers start from the needs of consumers, explore new trends, find the most desirable styles of consumers, then produce, distribute, and synchronize into the global chain stores at the shortest time for consumers to choose.

Now ZARA has new products on the market every week, and small batch production, on the one hand, to speed up the new update speed, reduce the possibility of crash, and let consumers see a new dress in the shop. If it is not bought on the spot, it may be "no longer" next time. As time passes, let the consumers develop the habit of "buying in the right place".

At INDITEX headquarters ZARA design department, each designer sits on the side of a product manager. The product manager is responsible for contacting a chain store, collecting sales information, consumer preferences and comments on the latest trend.

Cristina Bershka, the design department, said: "the information that stores sell to us is very important. They can reach customers, know what they want to wear in that season, and tell us."

It can be delivered to the store within 48 hours.

Each ZARA chain store in Shanghai has the same right to order as any chain store in the world. The shopkeeper orders two times a week with palm computer, even if a dress is only ordered, it is sold to the store within 48 hours.

Efficient logistics and distribution, so that the new fashion to the fastest speed distribution to chain stores.

INDITEX Logistics Department Mara said, "suppliers send goods to the distribution centers in Spain and distribute them to chain stores all over the world.

Two times a week for distribution, new stores are always on sale.

No matter where the chain stores are, the frequency of new products arriving at chain stores is the same.

ZARA Shanghai chain stores can receive the latest fashion from Europe and the United States.