In current circumstances, when we have to stay at home trends loose their relevance… People talk more about books and movies recommendations. And I’ve recalled my rubric. I think that nowadays there can’t be anything more interesting then simply reading some interesting information. 😉 Let’s try to get distracted and not to droop! Our topic today is Zara.
You probably didn’t know about it, but Zara is not an independent brand.
It belongs to the Inditex Group of companies and is actually the main figure there. Such brands as Massimo Dutti, Pull and Bear, Oysho, Ubrlerque, Stradivarius and Bershka are considered to be the part of this group. And all of them have one owner – Spanish magnate Amancio Ortega.
The first Zara shop was opened in 1975. It was located on La Coruña street, which used to be central street. Success was fast and more and more Zara shops started to open.
What is the secret of success?
What made people pay attention to Zara and forget about known luxurious brands? Obviously, it happened because of the price. Not everyone can afford lux clothes. What did Zara do? Basically, they started to sell identical clothes for cheaper price!
Of course, they had to risk and success wasn’t guaranteed. No one was sure that everything would go well and the result could be the opposite: money is being spent on the manufacture but no one buys the clothes. The main problem was that sewing process takes a lot of time and clothing looses it’s relevance when appears on the counters. And this tricky problem was successfully sold. Jose Maria Castellano – information technologies specialist helped a lot. She created a computerized scheme which helped to decrease the time of process from design to sales to 15 days!
The whole team of designers working for one goal was created. Staff was more than 200 people. The point of what they were doing was to sell clothes which looked like lux cheaper and make it in their own way. As soon as new trend came out, they copied it.
Success of Zara in Spain helped Inditex to get to the international market in the end of 80s. The new shop was opened in 1988 in Portugal. Then they moved to the USA. Success was incredible and by 2000 almost each country of the world had Zara shop. Actually, hundreds of them.
Do you like such articles? If this topic is interesting for you, I highly recommend you to check out the book “Phenomenon of Zara”. You will find there more details than in my brief retelling 😉