Chapter 15--Retailing

 

Inditex is a Spanish company. Zara is one of the well-known and oldest brands of Inditex. Inditex has eight brands; Zara and Zara Home are the two most famous brands. Which are located in Deportivo La Coruna, Spain with its headquarter-Inditex. Zara advocates fast fashion. They are basically imitating the latest fashions, and then sell products at cheaper prices. Inditex's brand - Zara, Zara Home, Bershka, Massimo Dutti, Oysho, Stradivarius, Pull & Bear and Uterqüe –all follow Zara mode: beautiful high-end store sale fashionable and decent workmanship, but low-priced products.

Zara open its 2200 retail stores in Euro and other 55 countries in a very short time. More than that, Zara opens up its online store. Combine these two sale channels, Zara’s global turnover reached to 4.6 billion euros in 2004, better than the American brand GAP.

Different from the luxury brand like Gucci, Zara pursues fast fashion. For example, Zara designs a fall/winter series, then each style are issued only three or four dress, or shirt, or jacket to a store. There are only small amount of stock left in each store. However, if customer needs another size, store manager can apply for multiple shipments. All of the sales have been perfectly well trained, they will record customer’s reaction to each clothes. Listen and ask what customers need and their comments on Zara products. Every day, store manager will hand in all the customer information to headquarter. Headquarter then will send the information to their huge design team. Designers will quickly develop a new design and send the draft to the factory to produce the new products. Because of Zara’s fast fashion, the products in the store update very quickly. You may not find a same dress in a Zara store within 2 weeks. They want to make sure their products are unique but low-priced.

When I lived in China, I never shopped in Zara. I knew Zara is a famous brand. But as a student, I can’t afford it. More than that, because of its noble decoration, I couldn’t even walk into the store. For me, Zara is shopped by the rich with its high price. However, the first time I shopped in Zara was 2 weeks ago. I was looking for a jacket for spring. I aimless opened Zara’s online website and surprised at their low-priced. Therefore, I walked into SOHO Zara after work. As usual, Zara uses beautiful decoration and bright lights. What’s different from the Zara store in China is that, SOHO Zara’s décor is more close to civilians. You can freely select your cloths without any uncomfortable. There are some cloths designs for office working ladies, as well as some young line products that suitable for college students. I was thinking Zara can be my future shopping store. However, fitting room is one thing I want to complain. I picked up 2 cloths and supposed to go to the fitting room and try them. I stood in line for more than 20 minutes, but the line hardly moved a walk. I have no idea what’s going on the line, or if there was any employee controlling the line. I gave up waiting on line. Instead, I bought the jacket and tried it at home. The best thing is that you can return it within 30 days after purchasing.

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