Fast Fashion Mode Is Hard To Copy.

< p > > fashion design keeps up with the trend, the international brand is priced at the civilian level. This makes ZARA, H&M and other fast fashion brands (fast fashion < a target= "_blank" href= "//www.sjfzxm.com/" > dress > /a > "fast, ruthless and accurate" as the main feature. It always follows the tide of the season, and the speed of new products to shops is fast. The frequency of display is two times a week.

This is exactly the same as "speed seeking" in the fast food era.

Fu Kui, the design director of Beijing white collar Fashion Co. Ltd., told the weekend of the rule of law, "there are not a few consumers who bought more than ten pieces of" a target= "_blank" href= "//www.sjfzxm.com/" clothes < /a "in ZARA sales shop.

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< p > when it comes to the success of fast fashion brands, Zhejiang Sci-Tech University's "a target=" _blank "href=" //www.sjfzxm.com/ "clothing" /a "director of marketing department has made an analogy to the weekend journalists of the rule of law:" they are like the size of an elephant company, coupled with the rat sensitive market reaction speed.

Can they be powerful? "< /p >.

< p > the reporter also obtained the above information from the information obtained from Joy, a responsible person of ZARA parent company Inditex group.

Statistics show that ZARA, "as a world fashion retail companies giant sitting on more than 5000 stores all over the world, Inditex group pays great attention to time issues. Its vertical integration mode can effectively shorten the cycle and achieve greater flexibility."

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< p > "ZARA has been burning so long for too many people to study its business model.

Many of its executives have been dug to domestic garment companies, so there is no commercial secret.

Ren Li told the rule of law Weekend reporter.

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Less than P, people who want to imitate the fast fashion brands of ZARA are also eager to try. Some people even talk about using the "fast fashion" mode to revitalize Chinese clothing enterprises.

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Less than p ago, Wu Bo CEO, a founder of the handshake net, returned to the public view as the founder of "Meijia le". He announced in a high profile that he wanted to be a retail brand "Meijia le" and "retail business" with ZARA, H&M and other retail brands.

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< p > "but most of the enterprises who want to imitate this mode fail to succeed. At present, I am afraid that there is no possibility of brand like ZARA in China."

Ren Li thinks.

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< p > < strong > "flexible elephant" < /strong > /p >

< p > "the product's renewal speed is faster, attracting customers by constantly emerging new products. This may be the most successful place like ZARA's fast fashion brand."

Fu Kui thinks.

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< p > according to Fu Kui, a widely circulated saying is: "ZARA can obtain information on the latest fashion styles through various media channels, and introduce new products through its own redesign, and then push them to the market at the fastest speed."

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< p > although the above statement has not been confirmed by ZARA, fast fashion brand's "fast" is undoubtedly the killer of its success.

Ren Li likened these companies to "flexible elephants" and considered their market reaction ability to be outstanding.

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< p > in the information produced by Joy to reporters, the reporters also saw that the highly vertically integrated business model has been relished by Inditex group.

"This model has a flexible structure and shows great concern for customers in all aspects. The key is to improve products in the shortest possible time to meet customer needs."

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< p > specifically, this mode covers all aspects of design, production, logistics, and distribution to self owned shops.

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"P > ZARA said in an interview with the rule of law Weekend reporter:" every group of Inditex chain's creative teams launch their own new styles every quarter.

Last year alone, the group launched more than 30 thousand models.

Only Zara has 200 "a target=" _blank "href=" //www.sjfzxm.com/ "designers" /a > the fashion trend from the fashion market and the information gathered from shops to collect customers' needs to get the main inspiration.

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< p > in addition, the reporter also noted that such companies also have a super strong logistics distribution system, and the delivery speed is extremely fast.

Take Zara as an example, it delivers two times a week, each with a new one.

It is said that in Europe, the average time of receiving orders from stores to goods to shops is 24 hours, while for American and Asian shops, it is not more than 48 hours.

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< p > "some people in the industry have summed up ZARA as" first-class image, second class quality and three price ".

Ren Li told the weekend of the rule of law, "the image is good, the feeling is particularly big, looks very expensive, but actually it is cheaper, and the price performance is reflected at once."

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< p > "in fact, like the rate of ZARA brand, that is, the cost plus price is very high."

Ren Li said, "looking at the cheap can make money, this is also a very successful place."

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< p > < strong > charm of straight battalion < /strong > /p >

< p > "our storefront is directly run, and there are no stores in China."

The weekend of the rule of law calls on several ZARA and H&M stores in Beijing.

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< p > in fact, not only in the Chinese market, but also the number of Inditex stores in the world is very small.

In the information provided by Joy, the reporter saw that as of the end of 2011 accounting year, only 673 of the 5527 shops belonging to the group were franchised stores.

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< p > the definition of franchising is: "in a small market with large cultural differences, the group will establish a store network through cooperation with the leading local retail enterprises."

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< p > therefore, this alliance not only ensures the overall management of the Inditex group, but also ensures the consistency of its image in the eyes of customers all over the world. That is to say, the store managed by the franchisee and Inditex group has to maintain the integrity of the shop layout, products, human resources, training, interior design, logistics optimization and so on.

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< p > "generally speaking, only companies with insufficient funds or weaker companies will choose to join, and the strength of the outlets is quite strong."

Ren Li explains, "enterprises including UNIQLO are doing direct business, and the stores directly run will do better."

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"P >", especially in ensuring speed, Direct stores have an incomparable advantage. "

Ren Li said, "since ZARA is pursuing" fast ", in terms of information and logistics, Direct stores have natural advantages.

In fact, in terms of investment, the group's investment in Direct stores is also very large. "

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< p > in the definition of Inditex group, it also reflects its importance to store.

Shop sales are not the end of the business process, but a new starting point.

Specifically, shops as a terminal to collect market information, need to feedback information for the design team, and report customers' fashion demand.

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< p > < strong > afraid to be copied < /strong > < /p >.

In the eyes of P, fast fashion brands like ZARA are not a good imitation.

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< p > "ZARA" is relatively strong in product development, capital supply, sales network and marketing strategy, in other words, it is actually an advantage of comprehensive strength.

Ren Li believes that "after having this advantage foundation, they have always maintained this advantage very well, which is even more valuable."

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"P", Ren Li believes that "fast" is the inherent advantage of such brands, but many domestic garment enterprises are not inferior to them, and some are even faster than they are.

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< p > so where is the problem? In terms of power, many domestic garment enterprises are too small. Enterprises like ZARA are dozens of times of body weight in many domestic garment enterprises. Therefore, even if the market reaction speed of domestic enterprises is faster, it is difficult to shake the position of ZARA.

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"P," he also quoted as an example: "like a direct store, it is a good proof that the large group has strong financial strength and can open many direct stores at once.

At present, some domestic clothing enterprises' capital reserves are even hard to start one or two such high-end high-end stores, and there is no bottom for them to compete with them.

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Many garment enterprises contacted by P have thought about trying ZARA's fast fashion mode, but many have failed.

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< p > "some just gave up when consulting, and some tried for a while and still failed."

Ren Li sighed, "the mode is not difficult to learn theoretically, but there is no such market environment at present."

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"P", Ren Li believes that at present, the best domestic brand should belong to the high-end design brand, that is, focusing on the concept of culture, but in fact, it does not require too much capital investment.

However, he does not deny the possibility of producing fast fashion brands in China. "If it is possible for a long time, it is hard to say if it is popular at that time."

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< p > Fu Kui also told the weekend of the rule of law: "in fact, ZARA has not had the same degree of popularity in the past few years. There was basically no store in the country before, and ZARA would feel bigger in foreign countries.

But now there are more and more stores in China, and this brand is starting to become more populist.

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< p > "what kind of brand is needed in the next ten years?" is the issue that domestic garment enterprises should pay close attention to.

In terms of power, "domestic enterprises should focus on the future and choose a new model suitable for themselves so as to make the brand more possible, and if we have to learn from others' models, we will never be able to build high-end brands if we learn that our hands are out of date."

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