Zara is taking over the fast-fashion game and doing it – fast.
Twice a week, each of the more than 1,900 Zara stores around the world places clothing orders with headquarters in Spain, based on what has been selling well in that particular store. Within eight hours of the order being placed, the clothes are ready for shipment. Within 48 hours, the hot-selling products are in the store.
“It’s not just about speed but about making sure that every store gets the correct shipment,” said Jesus Echevarria, an Inditex spokesman. Inditex is the textile company that manufactures all the clothing for Zara.
“What we usually consider as fast fashion is not that fast,” said Mr. Echevarria. “It also has to be accurate.” He also said that the company’s 350 designers can conceive a new collection and have it made by its factories in just three to four weeks.
Speed and agility in responding to consumers’ fashion demands have been key drivers behind the success of Zara.
– Jaleesa Key
Sources & Photos: The Wall Street Journal