Express clothing giant H & M ZARA and the similarities and differences between brand marketing
Express clothing giant H & M ZARA and the similarities and differences between brand marketing That fast fashion, some people think of ZARA and H & M is the two retail giants. They are an alternative fashion industry, creating a rapid fashion (FastFashion) mode, spread quickly among consumers. Although the same rapid fashion, then, ZARA lv handbags
and H & M then what are the similarities and differences between the point? That fast fashion, some people think of ZARA and H & M is the two retail giants. They are an alternative fashion industry, creating a rapid fashion (FastFashion) mode, spread quickly among consumers. Although the same rapid fashion, then, ZARA and H & M then what are the similarities and differences between the point? The same point: ZARA and H & M success is that they grasp the fundamental nature of the industry in line with the current social situation, also in line with the current and future trends. According to expert analysis, is the M-type society, luxury style, the complex needs of achievements of the ZARA and H & M. Today, the United States and many countries are already M Du society, but more will the state into the M-type society, the middle class much in the future , leading some people from their clothing price requirements for more rigorous parity becomes great demand; luxury style among young people, fierce winds, a lot of people to pursue at all costs tens of thousands of luxury, louis vuitton
but not everyone can afford, ZARA and H & M on the pursuit of luxury for these people to open up another space, consumer demand for fashion is always rising; complex needs requires ZARA and H & M update style, continued to emerge, people also want their clothing is “different”, “unique.” ZARA year and about 12,000 kinds of fashion, the amount of each general a little fashion. ZARA and H & M have greatly improved lead time. Lead time from design to put the clothing on sale at the counter of time. China’s garment industry is generally 6 to 9 months, the international brand name to the 120 days normally, but is generally 7-12 days, ZARA, H & M clothes, from design to the shelves of the time compression, the shortest only 3 weeks. Also the direct reduction of lead time to bring the profits, more than one day lead time, costs will increase a little. ZARA is the start of consumers start, and then feedback to the store, each store aggregated to the design, then purchasing, producing new fashion. In this way, closely integrated design and production, to achieve production in different countries, local sales. H & M store every day to countries and as a unit, respectively, of the sales performance of each garment, which products are hot to grasp the need to immediately increase production, but also for the supply of goods even more smooth. Purchase the company advertised store every day to make up for the consumer the most desirable. Different points: 1, the production base ZARA’s production base located in Spain, only the most basic style of the 20 apparel production in Asia and other low-cost regions. ZARA own highly automated set of 20 dyeing, tailoring center, and to outsource labor-intensive factories wife and children around the 500 or cottage. H & M does not own garment factories, manufacturing plants completely outsourced to 900. To get the best price, selective outsourcing company object, these factories scattered worldwide in 21 countries with the lowest wages in the. As cost control properly, the company’s product price was low, margins are still able to maintain about 53%. 2, advertising, publicity ZARA maintained its non-advertised price does not discount the unique marketing strategy, but use their store advertising. H & M is covered by a lot of advertising, advertising to consumers through direct visual, auditory enjoyment, the most straightforward way to deliver low-cost information to consumers. 3, pricing differences In terms of price, ZARA and H & M or the existence of a gap, H & M ZARA average prices generally lower than the 50-100 yuan. H & M clothing store, the average price of only 18 U.S. dollars. In terms of price, H & M are more competitive and attractive. 4, design In design terms, H & M emphasis on a solid color, such as black and white, the design simple and fashionable, and ZARA clothing color is relatively more. ZARA has nearly 400 designers, who often fly the shuttle in a variety of fashion or out of fashion among the conference sites. Typically, some of the top brand’s latest design just Baishangguitai, ZARA, and these designs will be quickly released a very similar fashion. This design approach ensures ZARA keeping up with fashion trends. H & M special emphasis on popular and create their own popularity, leading the fashion. H & M all the costumes by the company’s 80 designers. H & M star effect is created using popular design clothing for celebrities, attracting Zhuixingyizu. Finally, let’s look at ZARA and H & M in the future development: ZARA into China from entering Hong Kong market began in 2004, set up shop in 2006 Shanghai. Raul admitted that the Asian market has huge appeal, in which Japan, South Korea and China are the main group to enter the market. Although the financial crisis, but the Group in September of this year from last year, to open 550 stores worldwide, distributed in 73 countries. Raul is very clear that, “With the increase in market share in China, Chinese consumers will see more of ZARA shops. Expected end of 2009 session, H & M stores in the Greater China region will increase to 27 the total number, than the current 21 to rise further. H & M today opened its sixth branch in Hong Kong, together with the existing 15 stores in China, has 21 stores. H & M in recent years, active in the global expansion of the global market with approximately 1,800 in 34 stores and will be in March next year in Seoul, South Korea open its first store.