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Fast Fashion Originator ZARA Core Advantage "Zero Inventory" Legend Has Broken

2014/7/17 13:08:00 59

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Fast Fashion Founder ZARA Zero Inventory

when the domestic clothing brand is deeply in the stock market, fast fashion brand is rising rapidly in the domestic clothing market with its weekly rhythm as the new product. However, the good news is not long. Fast fashion brand ZARA has quietly launched a campaign to clean up inventory. Men's winter wear 70 percent off, women's sweater and down jacket can be seen everywhere on discount shelves, which is totally different from the previous discount and discount styles. It is not hard to see that the legend of ZARA, the core of the fast fashion originator, has quietly changed. 
 < a > href= > http://sjfzxm.com/news/index_f.asp > > ZARA < /a > online and offline the 70 percent off sale is /p >
 reporter found that the fast fashion leader ZARA 2014 Summer discount promotions began in full swing. But this year there is a big difference between the style of discount and the intensity of discount. 
 it is reported that in previous years, the ZARA discount season will basically play a 50 percent off discount. However, the Beijing Commercial Daily reporter saw a huge promotional advertisement of 70% discount in the core of the ZARA shop in Huayu fashion shopping center. 
 reporters found in the shop that women's clothing styles and quantities of 79 yuan and 99 yuan are very large. The men's winter jacket priced at 699 yuan and 799 yuan is being cleared at the price of 229 yuan and 299 yuan. 
The P > sales staff at the ZARA shop of Hua Yu fashion shopping center said the discount began in early June and has lasted for more than a month. It has not yet received the specific time for the company to notify the end of the discount season. The discount is very strong, many accessories prices are around 70 percent off, men and women's clothing not only has many styles, but also the discount is lower than the previous year's 50 percent off. Now many styles have broken codes and broken numbers. 
 it is understood that in addition to offline shops, ZARA China official website also launched the Sale special area in the same period, and the discount commodities and intensity were consistent with the offline. 
 industry insiders say it is easy to see from the intensity and time period of the ZARA discount. The brand hopes to digest certain stocks with the discount season. With the rapid development and crazy expansion of fast fashion brands in the domestic market, the market's digestion of its products is becoming more and more gradual. This makes the era of zero inventory and low inventory of fast fashion consistent. 
 < a > href= > http://sjfzxm.com/news/index_z.asp > fast fashion > /a > zero inventory dream shattered /p >
 reporters found in addition to the characteristics of the promotion season such as great intensity and many styles in the ZARA store, they also found many autumn and winter commodities. The clothing of autumn and winter clothing such as down garments, sweaters, windbreaker, jackets and so on appeared on the discount shelves. 
 consumers Miss Li said, "stagger the season to buy clothes is the tradition left by the mother generation. Many brands in the country will promote winter clothing in summer. But I rarely buy clothes for the season because of the discount, because the winter clothing that I buy now has the risk of being out of fashion in winter, if it is regular, it may be better. 
 sales personnel said that the discount and autumn and winter products were indeed more than in previous years, but they were all products in autumn and winter in 2013, and the spring and summer festival was the new one in 2014. 
 the head of a fashionable women's clothing brand in China thinks that zero inventory has always been the absolute advantage of fast fashion brands calling for the domestic clothing brand. The short promotion period, the large number of styles and the small quantity are all the ways for fast fashion brands to avoid inventory. But as consumers increasingly pursue their personal needs for clothes, the birth defects of fast fashion brands that lack design advantages are gradually exposed, and inventory is the first time to reflect the parameters of the problem. 
 strong > crazy discount or cause consumers to abandon the brand /p >
 relevant information shows that at present, China's clothing market has entered a high storage era. It is expected that this year's first half of 2015, men's clothing inventory is expected to gradually improve, but women's clothing is still in the inventory digestion and adjustment period. 
 industry retail experts point out that from the perspective of inventory pressure in the domestic apparel industry, this large-scale discount sale will continue in the next two or three years. Fast fashion brands will inevitably join the frenzied discounts in order to seize market share and digest inventory. 
 it is reported that in ZARA's old home Spain, there are many ZARA discount stores called lefties, where the goods of ZARA are usually 30 percent off of the value stores, and there will be a lower discount in special times. Here is mainly to sell ZARA inventory products and unsalable products. 
Kang Lanxin, President of the school of collocation, P, said that many domestic brands go to stock prices by discount, and attract consumers with low price strategy. It is easy to see from the data that such a strategy is very limited. Moreover, for mid-range brands, markdown promotion is a double-edged sword, which is likely to let consumers choose to abandon the brand. ZARA behind the crazy discount will hide such a danger. 
 > a href= "http://sjfzxm.com/news/index_p.asp" > reporter < /a > found that apart from ZARA's clothing accessories in sales promotions, ZARA HOME products are also offering low discount promotions, and the activities have lasted for a month.