When you think about Zara, what will come into your mind? Fast fashion, many stores, latest trend, good price, etc. I believe that Zara is one of the most favorite brands for clothes to most of people, also to me. Every time when I want to shop for clothes, Zara will always be my first choice and I do can find something I like in their store. It’s like Zara has the magic power to know what we want and what we like.
For my first blog, I am going to write about Zara, a brand that engaged me very much about their story.
Zara is a Spanish clothing and accessories retailer founded in 1975 by Amancio Ortega. During the 1980s, Ortega decided to make Zara to a brand that can react to the new trends in a quicker way. He changed the design, manufacturing, and distribution process and he used groups of designers instead of individuals. He stuck to his goal to make Zara a fast fashion brand and it turned out to be a very success. Now, Zara has over 2,100 stores strategically located in leading cities across 88 countries and it generated $15.9 billion sales in 2016.
So, what is exactly the story of Zara?
First, I think Zara has clearly brand positioning. Zara wanted to be the leader of the fast fashion industry at the first time and now everything they do is about that goal. They have two fundamental strategies: stocking less merchandise and updating its collections often. It has limited production seasons and a high turnover of products. They change every 15 days. In order to keep on the latest fashion, they have more than 200 designers in the headquarters and they also send people out to the streets and malls to observe. It only takes Zara one week to develop a new product and get it to stores, which is much more faster than the industry average. I have this experience that every time I go into Zara store, I always find many new clothes. And if I like a coat, I must buy it right away, because it is very likely that the coat will not be there any more the next time I go into Zara.
Second, Zara understands its customers very much. Zara’s target audience are people who love shopping for clothes and who love fashion. They analyze the consumer behaviors to see what is the fashion now and what elements do most people like. They change their design according to customers’ taste timely and they can give customers what they want even before they ask for it. For the same design, they only produce limited items so that customer don’t need to worry about running into someone in the street with exactly same clothes.
Third, Zara uses the digital tool very well. You can’t see a very large billboard of Zara on the road, also they seldom have TV ads. They mainly market themselves by word out mouth and their stores. They always have stores in high-end locations and commercial areas with notable Zara brand. But on the other hand, Zara takes good use of social media. It has it’s own Facebook page, which has more than 25 million followers, and Twitter, Instagram, YouTube accounts. It posts pictures, videos to let we know they have new collections in their stories and also the sales information. We can also communicate with them through social media.
As the leader of fast fashion industry, I think Zara does a very good job. If I must say something about what they are not doing very well, I would say they should hire more people in the stores to clear up the clothes.There are always too many people in their stores and the clothes are always in a mess!