Fast Fashion Brand ZARA And H&M Create A Fast Fashion Mode.

< p > referring to fast fashion, people must think of ZARA and H&M as the two major retail giants.

They are fashion a target= "_blank" href= "//www.sjfzxm.com/" > dress less than /a, and create a fast fashion (Fast Fashion) mode to spread rapidly among consumers.

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< p > although it is fast fashion, what are the similarities and differences between ZARA and H&M? < /p >

< p > < strong > the same point: < /strong > < /p >

The success of < p > ZARA and H&M lies in the fact that they have grasped the essence of the industry, conformed to the current social situation, and also conformed to the current and future development trend.

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< p > according to expert analysis, M type society, luxurious wind and complex demand have made ZARA and H&M.

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< p > nowadays, many countries such as the United States are already M society. In the future, more countries will enter the M society, and the middle class will be greatly reduced in the future. This makes people more demanding for the price of "a target=" _blank "href=" //www.sjfzxm.com/ "clothing" /a, and parity becomes a big demand.

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Less than P, luxury is blowing fiercely among young people. Many people pursue thousands of luxuries at any cost. But not everyone can afford it. ZARA and H&M have opened up another space for those who pursue luxury goods, and consumers' demand for fashion is always improving.

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< p > complex demand requires ZARA and H&M to constantly update their styles and constantly introduce new ideas. People also want their clothes to be "distinctive" and "unique".

ZARA launches about 12000 kinds of fashions in a year, and the amount of each fashion is generally not large.

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< p > ZARA and H&M have greatly improved the lead time.

Leading time is the time from design to the sale of clothes on the counter.

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< p > Chinese clothing industry generally takes 6~9 months, international brand names can generally reach 120 days, while ZARA is generally 7-12 days. H&M reduces a target= "_blank" href= "//www.sjfzxm.com/" > clothing < /a > from design to time compression on the shelves, the shortest takes three weeks.

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Less than P, leading time will bring profits to enterprises directly, and the cost will be increased if the lead time is more than one day.

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"P > ZARA" starts with the consumer first, then feedback the comments to the store, the stores are gathered to the design, and then through the purchase and production of fashionable new products.

In this way, the design and production are closely integrated to achieve local sales in different countries.

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< p > H&M every day in the country and store as a unit, separately analyze the sales performance of each garment, grasp which products are hot, need to increase production immediately, and make the supply of goods more smoothly.

The company advertised the storefront every day to replenish the products that consumers need most.

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< p > < strong > different points: < /strong > < /p >

< p > < strong > 1, production base < /strong > /p >

The production base of < p > ZARA is in Spain. Only the most basic 20 garments are produced in low cost areas such as Asia.

ZARA has set up 20 highly automated dyeing and cutting centers, and has outsourced human intensive work to 500 small factories and even family workshops.

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< p > H&M does not have its own garment factory, and it is totally outsourced to nine hundred factories.

In order to get the best price, the company chooses carefully the outsourcing objects, which are scattered among the 21 lowest wage countries in the world.

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< p > because the cost is well controlled, the selling price of the company is low, but the gross profit can still be maintained at around 53%.

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< p > < strong > 2, advertising and propaganda mode < /strong > /p >

< p > ZARA maintains a consistent marketing strategy without advertising and discount, but only uses its own stores to advertise.

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< p > H&M is covered by a large number of advertisements, through advertising to consumers direct visual and auditory enjoyment, the lowest price information is most directly pmitted to consumers.

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< p > < strong > 3, price difference < /strong > < /p >

< p > in terms of price, there is still a certain gap between ZARA and H&M. The average price of H&M is generally 50-100 yuan lower than that of ZARA.

The average selling price of clothing in H&M stores is only 18 dollars.

In terms of price, H&M is more competitive and attractive.

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