Review the Zara’s case on page 343 of your text. Also, review this video on Zara Fast Fashion .
Zara’s Fast Fashion
Review the Zara’s case on page 343 of your text. Also, review this video on Zara Fast Fashion .
Answer the three questions at the end of the case. Discuss in detail. Reference your sources.
Refer to the Assignment Expectations for general Dropbox assignment instructions. Questions
1. Would Zara’s model work for other retailers? Why or why not?
2. What can Zara do to ensure successful growth around the world that maintains the same level of speed and instant fashion?
3. Who are Zara’s biggest competitors? What should Zara do to build, enhance, and sustain its competitive advantage? TEXT——————————————————–SPotLIGht
Zara
Zara began in 1975 when Amancio ortega and Rosalia Mera opened their first store in Galicia, Spain. the original store sold low-priced lookalikes of high-end, popular fashion prod-ucts. Zara’s business model of imitating the latest fashion and providing their designs at low prices appealed to Spanish consumers. In the next eight years, Zara expanded to nine more stores in popular shopping centers in Spain. During this period, ortega had created a design, manufacturing, and distribution process he called “instant fashion,” which could respond to fashion trends very quickly. Using this process, Zara spent the next decade expanding into the global mar-ket, which included the United States, France, Belgium, and Sweden. After achieving similar success with its expansions, Zara eventually became the world’s largest apparel retailer. Zara famously views clothes as a “perishable commod-ity,” something that should be enjoyed for a couple of weeks or months. Zara’s apparel appeals to consumers who are looking to keep up with all the latest fashion trends. When a new style becomes popular, Zara can imitate it and release a new collection in less than two weeks. other fashion compa-nies can take as long as six months to put out a new design. Unlike companies that focus on quantity over style, Zara does the opposite. Zara releases over 12,000 styles per year; this wide variety creates a greater likelihood that consumers will find an item they like. the majority of Zara’s designs stay on shelves for only
three to four weeks. the constant refreshing of styles on store shelves also incentivizes customers to visit Zara stores more frequently. this can be seen in consumer behavior in Central London. Consumers visit other clothing stores and average of up to four times per year. Zara’s customers visit shops an average of 17 times per year. the full racks of clothes always give shoppers something new to choose from. Zara produces lower quantities of each style to create artificial scarcity, which makes their offerings seem more desirable and luxurious. An added benefit of this scarcity is that if a style is not successful, Zara doesn’t have to dispose of a high volume of inventory. Zara’s clothing starts with the design process, which
includes a heavy focus on consumer input. Store employees and managers listen to customers’ comments and sugges-tions and take note of what they’re wearing in stores. Design teams visit universities, nightclubs, shopping centers, and other areas frequented by fashion trendsetters to observe new fashion choices that could potentially be successful. the trends team follows popular fashion bloggers and tracks Zara customers for new insights. the data gathered by Zara’s research team span new trends that differ by gender, culture,
and season. this allows Zara to create product offerings that reflect the different needs of the global market. Zara offers smaller-sized clothing in Japan, hijab headscarves and long dresses for women in Arab countries, and more breathable apparel for countries in South America. Understanding the varied needs of its customers allows Zara to release a wide variety of successful styles on a frequent basis. What enables Zara to release new collections quickly is
its fast and vertically integrated supply chain. Zara’s in-house production facilities allow the company to control processes such as dyeing, fabric cutting, and processing. When new designs come into the factory, clothing items are manufac-tured, processed, and in stores within 15 days. Zara tends to manufacture only fashionable and trendy items that have a short selling cycle. Items that tend to stay on shelves, like basic t-shirts and pants, are outsourced to low-cost suppli-ers in Asia. When items are released and fail to meet sales expectations, factories quickly cancel production. Zara’s fast and efficient flow of information and data can result in large fluctuations in orders. Zara can adjust orders up to 40 to 50 percent, avoiding potential overproduction. Zara’s flexible production process attempts to offer consumers what they want to buy at any given time. Zara combines an understanding of its customers with a highly efficient supply chain to create its global success. the company is aware that the consumer is an invaluable resource in the design of its trendy apparel and collections. Coupling this insight with a well-managed and highly profitable inventory strategy, Zara aims to stay on top of fashion retailing.48 Format the papers using the current APA style. Sources used must be cited in the current APA style. Each paper should be a minimum of 500 words in length.
Preview Rubric
Dropbox Assignments
Criteria Excellent
Satisfactory
Needs Improvement
Criterion Score
Content
30 points
Analysis is well‐ developed and fully addresses the topic. Evidence and examples are ample. Meets or exceeds the 500-word length requirement.
25 points
Analysis addresses the topic, but lacks detail in a few areas. May be slightly under the 500-word length requirement (480-499 words)
21 points
Analysis is poorly developed and lacks sufficient details or examples to support the argument. May be moderately under the 500-word length requirement (450-479 words)
Score of Content,
/ 30
Grammar, Mechanics, and Citation
10 points
Grammar, mechanics, and spelling are error‐ free and college level. References are correctly cited
8 points
Grammar, mechanics, or citing may have a few minor errors which do not interfere with meaning.
6 points
Numerous grammar, mechanical, or citation errors that impact flow or understanding.
Score of Grammar, Mechanics, and Citation,
/ 10
TotalScore of Dropbox Assignments,
/ 40
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