Zara – Fast Fashion

How Zara grew into the world’s largest fashion retailer

tl;dr

More about Inditex than Zara. The process is … Fast Fashion

Inditex’s 8 Brands
Inditex is the fashion company that owns Zara and many other brands – totaling 8.

  • Zara
  • Zara Home
  • Bershka
  • Massimo Dutti
  • Oysho
  • Stradivarius
  • Pull & Bear
  • Uterqüe

The Zara template: Trendy and decently made but inexpensive products sold in beautiful, high-end-looking stores.

Inditex rivals: Arcadia Group, H & M, Mango

Process model / innovation

  • processing of customer reactions,
  • the quick-turnaround design teams,
  • the logistics platform
  • Mostly outsourced and Spain based industrial process
  • Trendiest items are made closest to home so that the production process, from start to finish, takes only two to three weeks.
  • Extremely agile – Constant feedback, alter supply based on demand. customer is always determining production
  • No advertising. The shops / real estate is the marketing. Invest heavily in beauty, historical appeal and location of its shops
  • Zara’s designers are completely anonymous; some would say this is because they are copiers rather than designers.

Impact
Stock is always fresh. This process has changed consumer behavior. In Zara, everything is a impulse buy – it is good and cheap – so no need to save for a leather jacket.

“With Zara, you know that if you don’t buy it, right then and there, within 11 days the entire stock will change. You buy it now or never. And because the prices are so low, you buy it now.”

Tidbits

  • …neighborhoods share trends more than countries do…
  • You open more and more stores, and you don’t have flexibility of the last-minute response