LyrArc Article Gist
Zara which started with one store in La Coruna aport town in a remote part of northern Spain is the second largest retail clothing chain after Gap Stores now has3691 stores in 68 countries, adding 560 stores in the last 12 months and entering new markets in places like Croatia, Columbia, Guatemala, and Oman. Its best known for fast fashion and updating fashion frequently with new fashion clothing coming in twice a week. Lower volumes mean they sell out fast and don't require writedowns and fashions that fly can be resupplied quickly because Zara does most of its manufacturing (two thirds) in Spain or in countries nearby like Portugal, Morocco and Turkey. The closeness of manufacture and the logistics are set up such that the orders can be made quickly with sales monitored constantly on computers at La Coruna HQ and at stores locations and the manufacture and shipping can be done speedily. Not requiring writedowns and selling lower cost fashion at higher prices especially outside Spain where prices are higher (40% higher in New York for instance) and having an efficient system with costs weeded out and focus on building the brand and pleasing customers to command good profit margins enables Zara to continue manufacturing in Spain where costs are not what they would be in China or Vietnam. As other stores are learning from Zara and doing this in their stores Zara is working on refocussing its formula and fine tuning it to stay ahead of competitors. For example its making sure costs do not rise faster than sales, for first half 2007 costs went up 16% and sales went up 19%. Staff is being scheduled using new software based on sales volume at differen times, so that more salespeople work at peak times such as lunchtime or early evening, which enable Zara to cut 2% of hours worked. Alarm tags are attached at the factory, and the newest collections get labelled NEWC and are rushed to the floor on plastic hangars and only later switched to wooden hangers, and store managers now use handheld computers to sho garments ranking by sales so reordering can be done quickly in less than an hour.