ZARA Founder Proves That Selling Clothes Can Really Make Money.

At present, Spain's domestic economic growth is weak. Ortega's success has benefited from the rapid development of Inditex group in China and other emerging markets, thereby reducing its dependence on the domestic market and greatly reducing the impact of the European debt crisis on enterprises.

Ortega's net assets rose 17% to $71 billion 500 million this year, thanks to the surge in sales of its company. Buffett shares all of his holdings of Berkhire Hathaway Inc shares and is stranded by the company's two investments, Coca-Cola and American Express shares. The stock market has lost 5% of its wealth this year to 70 billion 200 million US dollars.

Oman Theo Ortega, born in 1936 in the poor Galicia region of northwestern Spain, is the son of a railway worker and a housewife. At the age of 13, he started working in a clothing store in La Coruna, a high-end tailoring shop specializing in making shirts for the rich. Ortega's job is boring: run errands in town every day and deliver the new shirts to the guest's home. Later, he began to work as an assistant for the tailor and gradually came into contact with the core area of costume design.

In the process of working, he discovered the "hidden rules" in the fashion industry: a garment from design to production, and then to store shelves, this process contains huge profits. He dreamed of earning money one day. So he began to focus on how to skip middlemen and sell products directly to consumers.

A few years later, Otago came to work in the LaMaja senior clothing store. At that time, the clothing store owner asked Ortega to sell a lady's pajamas. Ortega discovered that this elegant and beautiful Nightgown is popular among women, but the high price prohibits most people.

In the 60s of last century, Ortega opened up a new market for women to buy high-end designs at ordinary prices. He designed the most popular style at that time, and bought a lot of cheap cloth produced in Barcelona, and produced a lot of cheap and cheap nightgowns in his living room, which was a great success in the market.

In 1963, he founded the ConfeccionesGoa clothing factory, specializing in producing cheap and cheap nightgowns and selling them to local stores. He was 27 years old. In the ten years, ConfeccionesGoa expanded from three small family workshops to more than 500 large garment factories, and also had its own design team. What Ortega was missing was just a retail outlet.

The oil crisis in the 70s of last century swept the European business. In 1975, a German company temporarily cancelled a large order, and Ortega, who was on the verge of bankruptcy, decided to save himself. The ZARA brand was temporarily established and sold on its own. In the same year, it was renamed Inditex.

This year, he opened the world's first ZARA store in the busiest business district of La Coruna. He chose the site directly opposite the most famous store on central street. ZARA soon won the attention of young European consumers for its fashionable designs and approachable prices.

The fast selling fashion chain from Spain is growing at a staggering pace. From the first ZARA clothing store in La Coruna, the brand store in 1980s has spread all over Spain.

In 1988, ZARA opened its first foreign branch in Oporto, Portugal, opened its stores in New York in 1989, and entered the fashion center in Paris in 1990.

In New York, ZARA chose Fifth Avenue; in Paris, ZARA chose Champs Elysees street. In February 2006, ZARA chose Nanjing road Heng Lung Plaza in Shanghai. In order to be in the most prosperous area, ZARA waited patiently for 1 years. It was the first day of opening, which created a record of 800 thousand yuan in daily sales.

Shops are the most important market tool for ZARA. In the past more than 30 years, ZARA has always adhered to the strategy of "zero advertising". Compared with spending money on media publicity and marketing activities, ZARA is more inclined to open more stores with profitable earnings. Every time a new market is landed, ZARA will first open a shop in the most prosperous section of the big city center, then extend its tentacles to smaller towns, and let the brand influence radiate across the country without advertising. It's like a drop of oil. Textile The process of surface spreading slowly. In Inditex group, this strategy is called "oil pollution mode".

ZARA is characterized by always walking in the forefront of the trend. Target customers are fashionable women who dress very well. This group of people like to follow suit most, and the quality requirements are relatively backward. Ortega said frankly, ZARA is a fast fashion brand. It is not an originator, but a quick responder to the trend. The word "Shanzhai", which is made in China, seems to have been used flexibly by Ortega.

Unlike the fashion promotion brands that fashion industry used to adopt, ZARA always studies consumers' buying tendency first, and then launches the fashion products that meet their needs with the thunder. In the process of thinking and figured out until the finished product, ZARA undoubtedly walked ahead.

　　 ZARA Over 260 designers hired to fly to various fashion shows to find inspiration in fashion shows in Paris, Milan, London and New York. They will also come back to various fashion venues and quickly get back the latest fashion and fashion information back to headquarters. Then a professional fashion designer team will be redesigned in different categories, styles and styles to be reassembled into ZARA's own brand new product theme series.

The big fashion company has no way for him. After several days of the new conference, there will be a similar style in the ZARA store. Every year, ZARA pays tens of millions of euros for this mode of infringement, but Ortega did not give up because ZARA earned a lot more money than the fine.

Although the European debt crisis has hit Spain a lot, Inditex However, the group has been developing against the trend and has made brilliant achievements. In the first 3 quarters of 2010, when the economy was at its weakest, group turnover continued to grow by 14% to 8 billion 900 million euros.