What Is The Core Factor For The Rise Of Zara?

Fast fashion originator

Vocalization, rejecting the label of "fast fashion" is fast fashion, do you dislike it? Or is Zara's own business model out of order? The world clothing shoe and hat net reporter brings you together.

Not long ago, PabloIsla, chief executive of Zara, delivered a speech that puzzled people.

What did the Zara boss say?

The main idea of Zara's speech is: you analysts are staring at our supply chain all the time, saying that we have some magic patterns to tell you! No! We are very responsive to data. We are not the imitators of fashion models, we are the leaders of fashion trends.

In addition, Zara big family also loudly questioned the media: when do you guys pay more attention to the design ability of our brand? The original saying is: "no design, Zara is nothing!"

Why does Zara start to emphasize the design ability? The answer seems simple, but the logic behind it is very complicated.

Design ability becomes important. It is really forced.

PabloIsla said, "no design, nothing!" the crowd immediately stood up and scolded "shameless".

As we all know, the core factor of the rise of Zara is "fast", which can quickly respond to the most popular elements on the market, and then organize all the elements together to form their own product design and quickly invest in the market.

From the design point of view, Zara has always been keen on "big cards". In order to catch up with the trend, we constantly draw on the popular elements of the big brand, without forming the design concept of its own brand. Its so-called "product design" does not contain many original designs. The popular elements of its products are already available on the market, but it is used to recombine and become their own "hot selling points". Rather than "product design", it is better to call the "product mix" more appropriate.

Whenever the new model is on the Zara, a lot of public numbers will be made in detail, and the contents will tell you which styles are similar to the big ones, each of which has a comparison map, and even details to every detail.

So, most of the Zara powder is spent hundreds of pieces.

and

The "pleasure".

But since 2014, many fashion leaders have fallen in love with Zara, who never came to the Zara shop before.

Zara is also constantly telling you through marketing: you are no longer a big brand of fashion plagiarism, and are really leading the fashion trend.

Mr. Ortega, the founder of Zara, once mentioned that he encouraged himself.

Go to the street to see, walk around, observe what people like to wear, and come back to their designs.

He is emphasizing his original ability.

These changes show that the fast fashion brand represented by Zara has been improving the influence of the industry. But why does the Zara leadership say no design, and Zara will be nothing?

Because now the world has changed, and the big ones are going to learn from the fast fashion.

Because what Zara is doing is what big players need: it takes only 3-4 weeks to get a piece of clothing from the design desk to the store.

According to the good selling and bad selling situation, timely adjust production and shipment volume.

So recently, many international brands are not positioning fast fashion or even luxury goods, but in business mode, big names have been learning from Zara in recent years.

Conversely, Zara and the big players "learn", using big cards from the show to the store for 6 months, bring the big card to copy production, will not because of the big bend to learn, and no longer have the advantage of new speed?

If this is the case, then the crisis of Zara is that there is no question of its own brand culture cognition: at present, many fast fashion brands try to build their own cultural temperament. The most common way is to create creative concept stores and product concept implants, embedding the brand DNA in the subconscious of consumers, forming a lifestyle advocacy or a kind of advocacy of values.

Finally enhance the viscosity of the fans.

Zara and H&M have always been short boards of brand tonality in advocating lifestyle.

So, Zara still has a sense of crisis in brand competition and product design. Although the short term will not come, the trend has begun to appear.

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