FAST FASTO CURRENT
Introduction
Zara was founded by Amancio Ortega, who currently occupies the fourth place among the richest men in the world with a fortune of more than 66000 billion euros, began as a boy from the errands at age 14 and his task was to transport fabrics for aLocal clothing store, progressing and making stalls until I managed to be a manager in the store that worked, in his spare time Amancio practiced creating his own designs with the fabrics that left over the store his technique was to copy popular garments giving him his own touchcreative.
Developing
In 1963 he decided to create his own company called GOA clothing with an initial investment of 5000 pesetas that would be 30 euros today, the main activity of this company was to sell clothes to stores in the town. Amancio convinced his brother, sister and his wife to help him with the business and in a very short time they were already supplying all the stores in his city (Coruña-Spain).
During the 60s GOA clothing expanded throughout Spain, supplying stores from all cities, but despite everything it was still a supplier without its own brand. In 1975 he decided to change this and set out to open his own clothing store in La Coruña the name he had chosen for the store was Zorba.
Amancio sent to manufacture the molds for the letters of the main poster, but just before the opening of the store, he realized that a nearby bar shared the same name, to save money I take advantage of the molds he had and name the Zara store,The success of the store was immediate and this impulse to Amancio to open its first factory in Arteixo a Galician town very close to La Coruña, the expansion in Spain accelerated arriving in Madrid in 1978 and 1983 to Barcelona to Barcelona.
The majority of fashion companies worked and some still work with a business model for seasons manufacture mass stores and those that fail to sell them at the end of the season ended up lowering them, Zara instead designed new garments all yearA short time, this eliminates the need to create discounts, if I demand it average per garment it was 100 units Zara produced 80, this causes in customers to hurry to buy for fear of not being the clothes the next time they visit the store.
It also causes customers to be more satisfied because they are unique presses. As a controlled Amancio the entire production process from manufacturing to stores could bring designs in less than 2 weeks, the model that Zara implements is known as fast fashion, this triumph so much that I inspire other brands to implement it.
conclusion
Amancio in 1985 with the fast fashion model decide to expand outside Spain, for that I create a holding company called Inditex (textile design industry). First he opened a store in Portugal in 1988 and after seeing success outside Spain he decided to open a store in New York in 1989 and in Paris the following year. During the 90s Zara opened more than 550 stores around the world.
Amancio wanted to continue expanding and diversified the segment of its customers, for this I buy dietary clothing brands like Pull & Bear in 1991 that it was an urban brand, in the same year I also buy Máximo Dutti that his segmented were upper middle class people, in 2000I launch another 2 brands Bershka and Stradivarius, in 2004 Oysho and Zara Home and in 2008 uterque, this strategy helped him to arrive or all types of consumer and mark a new type of business in the fashion industry.
Leave feedback