The ZARA produced about 12,000 kinds of fashion cloth in one year. The amount of each section is generally small, Even the best-selling styles. ZARA only supply a limited number cloth, often in a store one style dress has only two pieces. When the cloths were sold out there is no replenishment. As a stamp limited edition enhance the value of philatelic products, ZARA trained a large number of loyal followers in this “manufacturing shortage” approach. And “Multi-style and small batches make ZARA realize the breakthrough of the economies of scale. The reason why the ZARA success is that: customer-oriented; vertical integration; efficient organization and management; emphasis on production speed and flexibility; no advertising and no discount, the unique marketing pricing strategy. ZARA owned nearly 400 designers, these designers is a typical trapeze; they often fly the shuttle in a variety of fashion show.
The source of article :The reason why Zara succeed
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