The success of Zara was predicted back in 1975. The brand owners Amancio Ortega and Rosalía Mera opened their first store in central street in downtown A Coruña, Galicia, Spain with one aim – to offer fashion lovers low-priced lookalike products of luxury brands. The name origin has an interesting history. The owner, Amancio Ortega wanted to name its first store Zorba since he was passionate about the classic film Zorba the Greek, however, in the same neigbourghood, there was a bar names Zobra. So in order not to confuse people Ortega was forced to re-name the store last minute before the opening. Since the molds for the letters were already made, Ortega had to rearrange them in different order. That’s how Zara was born.
Zara store became very popular and Ortega started opening stores around Spain. In 1980s Ortega was one of the first in the fashion industry to change business processes in design and manufacturing, so he can offer fashion trends quicker and for less money. For examples, Ortega used group of designers rather then creative directors. Another approach that innovative businessman came up with is called just in time system. Zara has its own factory in Spain that manufactures textile, provides product completion and distribution. This helps a fashion giant to deliver new pieces to stores worldwide just in a few days.
Zara knowns its customer and has a close eye on fashion trends. For example, its the only company that can design and produce and distribute a certain product within 4-5 weeks. If this particular design doesn’t work, designers modify the trend in 2 weeks. And if the design doesn’t sell well in a week, its taken from the stores and other orders are cancelled and the designers focus on a different fashion style or trend. The company stays true to its values, shortening the life cycle of the product means meeting customers preferences in fashion right now. The stores also use modern information technology that helps managers to track consumers needs. That’s probably explains why Zara fans visit stores more then 15 times a year.
If you are looking for classic and elegant looks in Zara, check out a Woman collection. It offers chic blazers, feminine blouses, trendy office dresses. These are my favourite from 2015!
