欢迎来到Zara世界大众时尚的代言人。Amancio Ortega于1963年开始在一间租来的车库里制作衣服。现在,作为Zara的母公司,已经上市的Inditex公司(Ortega先生仍持有59%的股份)在全球77个国家拥有超过5000家分店。Zara目前仍然飞速发展,尤其在中国。今年Zara计划在中国再开设80多家分店。
The secret of Zaras success is its speedfour weeks for a new fashion idea to hit the shopsand the feedback that store managers send to head office, to help it fine-tune its ideas. There is also firm control from Spain, the sole logistics hub. Although 34% of Inditexs manufacturing is outsourced to Asia, and 14% to parts of Europe including Turkey, those tend to be the more basic items. The high-fashion stuff, 49% of what it sells, is cut and finished in Spain though some sewing is done elsewhere.
Zara的成功之道在于速度一个新的时尚设计构思只需四周就可以上架销售同时,专卖店的管理人员将回馈发回总部,帮助进一步完善这一构思。同时,在唯一的物流中心西班牙,公司也实施严格的控制。尽管Inditex34%的生产已经外包给亚洲国家,14%外包给欧洲部分地区包括土耳其,这些外包的产品都是一些基本款。而占公司总销售49%的高端时尚产品则在西班牙进行剪裁并制成成衣,部分缝纫工作在其他地区完成。
Few rivals come close. Hennes Mauritz of Sweden is nearest. It is not as fast to market with new stylesmonths rather than weeks. But where it has caught on, especially in Germany, the Netherlands and Austria, its market penetration is higher. It has distribution centres dotted around Europe. Some 65% of its product is made in lower-cost countries in Asia. That means its cost base is lower than Inditexs, but it is more vulnerable to disruptions.
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