ZARA, 1975 was founded in Spain and belongs to Inditex Group, ranking third in the world and first in Spain. More than 2,000 clothing chain stores have been established in 56 countries around the world. "First-class design, second-rate quality and third-rate price" is the core of ZARA's operation for many years and the charm of attracting consumers. At present, there are only direct stores in Shanghai and Beijing, and a new store is about to open in Hangzhou. ZARA fully caters to the public's keen pursuit of fashion trends: dress appropriately and don't lose everything. WGSN, a famous American publishing house, mentioned an interesting concept in Top 10 of Fashion Industry and Consumption Trends, and predicted that it would become the consumption trend in the next decade. Now, this concept of consumption is highly respected by young people. People's tastes will change with the latest weekend blockbuster or the singer's new album, and speed is everything. And in the high-speed race with fashion, no one does better than ZARA. In 2006, ZARA entered the Chinese mainland market. Although its price can't reach the rapid consumption state of "just wear it for one season, it's not a pity to throw it away", the enthusiasm of urban youth for it has already made people see the great potential of ZARA models in this market. Parity "fashion killer" "The trend is to imitate existing examples and meet the changes of social needs ... The more a commodity follows the rapid changes of the trend, the stronger the demand for low-priced products in such commodities." In the concept of fashion price, domestic enterprises need to attach more brand value besides paying attention to the high design and development cost of the products themselves. Therefore, brand fashion is often reluctant to put down its high shelf and sell it in the store. However, ZARA has a very different marketing concept. They think that no matter how good the product is, if it can't be sold, it will only be a pile of waste products that occupy the warehouse and lock up the funds. Instead of waiting for the price to sell, it is better to generate cash quickly and promote secondary production. ZARA's pricing is slightly lower than that of branded women's wear in shopping malls, and its styles and colors are particularly rich. Here, you can not only find the latest fashion items, but also find any basic models and accessories you need. Coupled with the rich design of men's wear and children's wear, a family's clothing style can even be purchased in one stop. Simply put, customers can enjoy the design of top brands for less than one tenth of the price of top brands, because it can copy the most popular designs in a very short time and quickly spread to stores all over the world. For example, the latest skirt in 2007 that you saw in Milan today, 10 days later, you can buy fantastic clothes at ZARA store in day order of Beijing World Trade Center. Many people who are keen on ZARA feel that it has improved their quality of life, beautiful clothes and real prices, and they can wear new products at any time without waiting for the discount season. "First-class design, second-rate quality and third-rate price" is the core of ZARA's many years of operation and the charm of attracting consumers. Cass Deganaud, CEO of ZARA, once said: "Mastering the fashion sense of clothing, being in its enthusiasm, and understanding women's desire for beauty, so as to create the product characteristics of ZARA and make it affordable for most women at a flat price, is the fundamental reason for our rapid rise in recent years." Good, more and faster, so many high-quality designs will be launched every year, and the price will be kept low. Won't such a brand lose money? ZARA's secret lies in its more than 200 professional designers, with an average age of only 25. They always shuttle through the exhibition halls of Paris, Milan, new york, Tokyo and other fashion capitals, and launch simulated fashion items at the fastest speed. In the design center located on the second floor of ZARA headquarters, with an open space of 700 square meters, young designers from 20 countries and different races, under the leadership of the decision-makers in charge of art direction, integrated the latest popular information, redesigned styles and styles, and combined them into a new clothing series. They are a professional team composed of design experts, market analysts and buyers. They discuss possible popular styles, colors and fabrics, and quickly reach an agreement on retail prices and costs, and then decide whether to put into production. ZARA's products take only three weeks on average from design, trial production, production to store sales, and only one week at the earliest. In China, Metersbonwe, Bang Wei and Bang Wei, who are famous for their speed, need 80 days to complete this process. ZARA designs nearly 50,000 new models every year, of which about 12000 models are actually put into the market, which is five times the average level of competitors. "Speed" is the magic weapon for ZARA to occupy the market, but behind "speed" is ZARA's intensive and efficient management.