How Zara Grew Into the World. Right now there are around 4,4.
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Europe, and almost 2,0. Spain alone. Arcadia Group, which owns Topshop, among others, has about 3,0. H& M, based in Sweden, has 2,5. Mango, based in Spain, 2,4. In an Inditex conference room. The number of stores in different countries popped up on the screen .
Since the time of our meeting, in late July, Inditex has reached 3. China and opened another in the United States. But can Inditex survive its own expansion? It depends on the customer and how big the demand is. We must have the dialogue with the customers and learn from them.
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In 1. 97. 5, he opened his own store in town. He called it Zorba, after the 1. A traditional ready- to- wear fashion company in the West sends the designs for its clothes to independent factories in countries like China and India, where the labor to make them is cheap. These clothes are then shipped back and stocked in stores in spring and fall, with smaller shipments throughout the year. But a brand at Inditex will make a fall collection, for example, and then ship only three or four dresses or shirts or jackets in each style to a store.
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But store managers can request more if there. They also monitor customers. Every day, store managers report this information to headquarters, where it is then transmitted to a vast team of in- house designers, who quickly develop new designs and send them to factories to be turned into clothes. More than half of Inditex. Inditex owns factories in Spain and outsources production to factories in Portugal, Morocco and Turkey .
The rest of its clothes are produced in China, Bangladesh, Vietnam and Brazil, among other countries. The trendiest items are made closest to home, however, so that the production process, from start to finish, takes only two to three weeks. The company tries to keep the stock fresh; one promise its stores make is that you will always be buying something nearly unique. Merchandise moves incredibly quickly, even by fast- fashion standards. All those thousands of Inditex stores receive deliveries of new clothes twice a week. In this way, says Masoud Golsorkhi, the editor of Tank, a London magazine about culture and fashion, Inditex has completely changed consumer behavior.
You buy it now or never. And because the prices are so low, you buy it now. It hardly even has a marketing department, and it doesn. The company invests heavily in the beauty, historical appeal and location of its shops. Photo. Zara’s palette of thread at a factory in Spain.
Credit. Pedro Guimar. The retail strategy for luxury brands is to try to keep as far away from the likes of Zara.
They are one street away from Cartier and Herm. But Inditex is even more ambitious than that when it comes to finding valuable real estate. In 2. 00. 3, Inditex built a Zara in the San Antonio el Real, an 1. Salamanca, and in a historic cinema in Elche (also in Spain). The company likes special buildings. Last year, it paid $3.
Fifth Avenue in New York, according to the company, a building best known for being the most expensive ever sold in Manhattan. The company does not talk about itself. The idea was that the client was to talk about the company. It was not to say how good it could be. The customer would say that if it was deserved.
Profit has risen to almost 2 billion euros a year. The company expanded to 1. In short, while Spain has been suffering through real estate and debt crises (following the global financial crisis), Inditex has prospered. Every piece of clothing the company makes has, in a way, been requested. A business model that is so closely attuned to the customer does not share the cycle of a financial crisis. Fast fashion has also become more hip in recent years; even celebrities like Kate Middleton have been photographed wearing Zara. But the Inditex effect is not confined to cheap, fast fashion.
In Zara, every purchase is an impulse buy; there. You are buying clothes not because you love them, but because, at $5. Sunday brunch for two . The public relations person who gave me the rest of my tour of the Inditex premises . She looked sharp and shiny as a penknife. I wore a dress that was at least six years old, which basically means I showed up for my fast- fashion tour in a poodle skirt.
The Zara headquarters is a huge airplane- hangar- size open space, with regional sales managers sitting at a line of desks running down the middle, designers on either side of them. The managers field calls from China or Chile to learn what. In this way, Inditex takes the fashion pulse of the world. I imagined that different nationalities still had different tastes, at least in terms of fashion. But in general when you find a fashion trend, it.
For example, the store on Fifth Avenue in Midtown New York . Brooklyn now is a wildly trendy place to go, while Midtown . I was surprised by how fast a style traveled across the globe, because I don. People like Ortega do. Or, more accurate, we tell each other, through the conduit of his Inditex stores and others like them.
On my tour, I also visited the mock Zara and Zara Home stores that were set up inside the headquarters. The fall collection, about to be introduced around the world, sat in the storefront. There were lots of studs in brassy gold, military colors, skulls, white lace shirts and animal prints that, the spokeswoman said, . It was a trend in April and May, and it was very successful and then that was it. It occurred to me that the avalanche of inexpensive clothing would likely put an end to the custom of hand- me- down baby clothes. Why deal with someone else. Yet in The New York Times last March, Alexandra Jacobs described a visit to the new Zara store on Fifth Avenue in New York, where she was reminded of Prada, Alexander Wang, Balmain and many other high- end brands.
Christian Louboutin took Inditex to court for selling the company. But even H& M offers original collections by famous fashion designers. Inditex has discovered it doesn. But tell me one Chinese company that has done product innovation very well. They are brilliant at process. I think you should give a cheer for process innovation.
Remember the slide presentation showing only 4. United States compared with hundreds in other countries? There are reasons for that. Foreign brands have a long history of failing miserably here. Business School in Madrid. Laura Ashley has shut down and even Benetton is declining.
Fashionistas live on the East and West coasts. Then everyone else dresses in the Gap and Walmart and T.
If you really wanted to cover the U. S., you would have to open 3. And what is the problem in America?
Having to make larger sizes makes production so much more complex. The company plans to open more than 4. You open more and more stores, and you don. Once they have a big thrust in China, then what happens is that they will have to take the whole model. According to Elizabeth Cline, the author of . When the Chinese are consuming at the same rate, that. Golsorkhi says that fast fashion hasn.
Your new fluorescent miniskirt might only cost $4. Bangladeshi workers still work for low pay in poor conditions to make it. Inditex says it works with unions and other organizations . It does the same amount of damage. A T- shirt is equivalent to 7. But it used to be that we could do with three T- shirts a year. That has got to be wrong.
Value- based companies don. And then they will need to convince customers to spend more for clothes again. There were about 1. I was told; huge machines do much of the work. Hundreds of bright red three- quarter- length coats were hanging throughout the building, almost ready to be shipped. A line of women stood at ironing boards, smoothing out the wool- blend, looking for defects and, the spokeswoman told me with emphasis, attaching security tags.
Inditex had discovered that if that task was left to the employees in the stores, it would take an extra few intolerable hours to get that trendy red coat from Galicia into your closet. Correction: November 2. An article on Nov. Spanish clothing chain Zara and its parent company Inditex misspelled the surname of Inditex’s communications director.