Zara's clothing brand marketing strategy: to "fast" as the current trend

According to Bloomberg Millionaire Index, August 7, along with Zara parent company Inditex SA's stock price rise, Zara's father Ortega wealth to surpass Warren Buffett, become the world's third richest, with Zara as the representative of the fast fashion clothing brand also quickly become the topic of public hot discussion. With the improvement of living standards, people's consumption concept has changed dramatically, and the frequency of buying clothes has greatly increased, which makes the clothing market has also undergone a major change, and emerged a number of fresh forces to become the dominant market at this stage. ZARA, only, h&m these fast fashion brands like clothing brand "Wal-Mart" in the world set off a "fast fashion" of the trend, by the vast number of fashionable youth enthusiastically sought after. "Fast fashion" is a great way to radically change the ecological model of the industry. How can they achieve such great success? How is its successful development closely related to its own marketing strategy and business philosophy? In this article, as a focus on research and service enterprises brand and network marketing experts and trainers, Liu Jiek will be on the topic of fast fashion and readers to carry out the relevant discussions.

A "fast"-oriented, building a "rapid response" force

Based on the "three-dimensional marketing theory--low cost to build a strong brand road" in the innovation theory, Liu Jiek teachers believe that innovation is a brand survival and development of the root, and today, but only rapid innovation in this unpredictable market foothold, and only the continuous innovation to win customers loyal and love.

Fast new listings are one of the main reasons these fast brands can capture consumers. For young people who love "fast fashion" brands, the rapid response mechanism of these brands is a hot spot to attract customers. The very short new market speed, the lively color, the novel style, the unique display all attracts the people to stop in the footsteps. For the current pursuit of fresh, personalized young family, unique, the latest style to meet this part of the crowd for the pursuit of individuality, the same boredom.

"Quick response" has become the key to winning the brand competition of "fast fashion". For its part, the emphasis is not on quantity but also on speed, to build the fastest-responding supply chain, trying to shorten production cycles from weeks to days or even hours. From design to finalization, from contact with suppliers to sign orders with the processing production, and then to the final merchandise shelves, each link to the pursuit of efficiency and rapid, so, to create a fashion industry "rapid response" force is every "fast fashion" brand to maintain a competitive advantage of effective means. Well-known clothing chain H&m as long as 3 weeks to complete from the design to the whole process of merchandise shelves, and the general clothing brand up to a few months of time compared with incomparable advantages. As the "Dell computer in the fashion industry," Zara, from product design to finished products arrived at the shop, 12 days or so the marketing lead cycle more than the peers. Zara's "Fast" is based on its continuous construction of the core of the collaborative ecological chain, while the "Trinity" (designers, market experts, buy the hands) of the design team about 40,000 annual design also provides a full boost. Through efficient supply chain integration, Zara realizes the rapid response to the market and makes it the core competitive power of the enterprise, and becomes a powerful weapon to hinder the competitor's entry.

It can be seen that time is the key to achieve "fast fashion". "Fast fashion" brand to production, supply chain every aspect of control and management are very in place, in order to enable them to quickly follow the latest trend, in a certain link error can be quickly corrected. Highly optimized whole-process management control system and supply chain are the basic guarantee of "rapid response".

Second, fashion for the soul, closely follow the fashion trend, consumer-centric, establish a unique brand image

Only "Fast" is far from enough, as a clothing brand, to be ready to move, to fashion to make the most appropriate response, as the trend changes to adjust supply. At the same time, from the customer start, listen to the needs of customers and constantly improve the design concept. Customers should be the starting point of all operation links, the latest trend and consumer demand for fashion combination, the introduction of high fashion sense, highly targeted fashion single products are "fast fashion" brand long-term attract consumers, based on the long-term key.

ZARA, only and other "fast fashion" brand has a large number of outstanding, all over the world, the birthplace of fashion designers. They are looking for design inspiration in Paris, Milan and other cities to capture the season's most popular trends and the international fashion trend. The latest fashion information and fashion trends can be quickly summarized and collected to ensure that these "fast fashion" brand is always at the forefront of fashion. At the same time, fashion trends and their own unique brand style and positioning of the combination, but also to meet the needs of consumers, fulfill the commitment to consumers, flexible adjustment of the design direction of goods, the real change with the change. In the introduction of a high fashion sense, in line with consumer demand, targeted at the very strong fashionable products, but also to help themselves to establish their own unique brand style.

According to Liu Jiek Teacher's original course "Network marketing actual combat--small and medium enterprises How to use network Marketing to achieve strategic breakthrough" in the competitive elements of the theory, customers are all brand operations in the starting point. Zara is the beginning of the store, there will be staff to collect customer demand for information and feedback, such as style, color, design, fabrics and many other impact on consumer purchase decisions. Zara will make reference to the needs of consumers, and then combine the latest fashion, immediately created, which is one of the key elements to create another sales miracle.

Three low prices to create "tentacles can be" luxury, exerting force terminals to enhance consumer stickiness

Small profits But quick turnover is also "fast fashion" brand one of the success, cheap is no longer a fashion taboo, and become its medium income to explore the ability of consumers. Make luxury "within reach", ordinary people can accept the price, and close to the international line of brand design, tailoring and style is "fast fashion" brand generally give the impression. A lot of styles that can only be seen in fashion magazines, consumers who walk into these "fast-fashion" brand stores can buy similar clothes at a low price. Liu Jiek, a marketing expert at PKU and Tsinghua University, pointed out that it is this "cheap fashion paradise" model attracts a large number of middle-income groups and young people, as they become a shortcut to fashion, but also the brand's consumer population has been greatly expanded.

"Fast fashion" brand has been the rise of the group in recent years, but also in its head and tail, in addition to seizing the business process of "heads", that is, the speed of design research and development, as "fast fashion" brand "tail" of the unique terminal store is also one of its core advantages. Oversized business area, and the next to the top brand of gold business areas and high fashion products, customers have formed a strong fashion experience, through the store this most direct channel to stimulate the target customer base consumption desire. At the same time, with the terminal channel of professional quality service, but also greatly enhance the user stickiness. In Zara, only shop, each guide is trained by professional knowledge of the personnel, their image of youth, enthusiasm and vitality. Before each new market, the brand will be the store for each store long and shopping guide for training, including a variety of styles for what kind of customers, specific clothing should be how to match. This can better let the terminal Service personnel for the latest design concept of a detailed understanding, in order to help customers choose the most suitable style, guide it to complete the best collocation, better service customers, so that customers get a better experience.

To sum up, Liu Jiek teachers believe that in this "fast" era, the meaning of clothing for people has evolved from durable textiles to fast fashion consumer goods, the vast majority of consumers want to be faster, more, cheaper to have fashionable finished products. First-class image, second-rate products, three-stream price, is the love of these "fast fashion" brand trend of youth often used to describe their words. Fast fashion brand success is the cornerstone of the appropriate brand development strategy, rapid response mechanism, can grasp the soul of fashion excellent design team, efficient management control system, effective price strategy, and solid terminal construction. To Zara, only as the representative of the "fast fashion" brand army future will bring us what kind of surprise, how the industry will continue to change, let us wait and see!