The theories of globalization Zegna brand Zara
Scheming marry the “foreign bride” or had that dream girl you do? Zara and Zegna approach brought us new ideas.
Scheming marry the “foreign bride” or had that dream girlReplica louis vuitton handbags
you do? Zara and Zegna approach brought us new ideas.
“Business Week” magazine LVMH as one of Europe’s most valuable brands, but for the Harvard Business School, the other a Spanish fashion company Zara is even more valuable.
VS time cost, which is important?
The fashion industry have a saying: Why do the four fashion weeks to 8 months in advance of next year’s fashion publishing? For most fashion companies, which spend at least 8 months only then design into a finished product. Procedures as follows: A country procurement fabric, B States dyeing, C carved the country to a fine embroidery and, ultimately, create a skirt D country.
Zara such a complex procedure can hardly imagine. Zara most of the garments are produced in Spain and Portugal, finished products shipped to each store twice a week. Zara designer’s design, from the finished product until the Paris, Tokyo, Zara stores there, the time is not more than two weeks. The trend of the fashion world is likely to be large areas of the United States last week, Madonna’s latest MTV influence decisions, but Zara’s skills to master the speed of its large competitors can not match. Zara can design the diversity of garment products will be divided into many small parts: the design of many and very little volume. Zara unwanted products out quickly to avoid the backlog of inventory had to or cheap out.
60 A Mingge • Ortega is the founder of Zara, he never interviewed by the media, people know little about him. Ortega impoverished, poorly educated, 13-year-old began a textile shop in Barcelona apprentice, perhaps prompting him to take an ancient, simple and yet effective method of management companies, and in fact went to the front of Zara . Personal assets of up to 60 billion Ortega called one of Spain’s richest men, in the fashion world after LVMH’s Bernard • Enaoerte.
There is no doubt, Zara’s model is a challenge to globalization. After 1970, the Western world to establish manufacturing in the Third World on the basis of cheap labor. Manufacturers to focus on seeking the cheapest labor to reduce costs, louis vuitton bag
this industrial model to create a sense of deep-rooted dependency and fear: otherwise they will be defeated opponents.
But Zara is, the manufacture and sale of close contact, while reducing inventory and avoid companies seeking cheap labor branch numerous and more important than that. Zara in Europe, looking for relatively cheap labor, which is a reversal of the direction of “Exodus,” people start from the East to the West. In the Harvard Business School and Spain’s IESE University seems, Zara’s against the trend of the future of the new company model, which like the United States than the Gap, the Swedish H & M, Benetton, Italy ahead of rivals such as the “good years.”
Even in this age of globalization, the speed of production and transportation also means it becomes increasingly important location. Zara adhere to the “European-made” to ensure the speed. Zara has a total of 1160 stores in Europe accounted for 80%; Latin America, only 70 store; the Middle East has 65 stores; six stores in the United States, but all in New York; 15 stores in Japan, all in Tokyo. Zara carefully to avoid the endless expansion into monster.
Globalization: the loss of “noble blood” of the danger
Chinese people do not accept even luxury goods made in China, which makes Zegna Managing Director, global strategic alliance CEO, Giorgio Delpiano confused.
“Made in China Zegna acceptance in the Chinese market even lower even than the European and American markets, both Italian design, but also support local manufacturing, prices are more reasonable, I do not understand where the problem is.” He said.
“Buy buy luxury goods is noble descent and the authentic origin of manufacture, if the are ‘Made in China’, and might as well go ahead and buy the Chinese brand.” Says one consumer. In fact, not only is the Chinese do not accept the Chinese-made luxury goods, most consumers in developing countries have this feeling. This makes the brand into a dilemma: take a step back, is the loss of price advantage; further, is the dilution of noble descent. That and what kind of distance in China, has become a Zegna repeatedly weighed the proposition.
In fact, Delpiano should know, he worked in the Italian top-selling men’s brand is not only the design, material and technology, also means that the taste and identity.
A widely circulated story is that custom set of limited edition handmade Zegna suit global needs of 130,000 yuan. Craftsmen spinning is 12 to 13 micron wool, manufactures of silk with the naked eye seems even better than fine even. Fabric of the climate requirements, processing needs went to Switzerland. Italy’s top technician volume genre system, even the most hard buttons are horny beasts made. The whole production process up to 50 days.
The family business a hundred years, the Italian town of three generations have done for their own hand, it is often referred to the cultural part of the Ermenegildo Zegna. Former U.S. President Bill Clinton, former French President Francois Mitterrand, Britain’s Prince Charles and other have said in public by Ermenegildo Zegna, and this is to attract media anecdotes.
Ermenegildo Zegna on this and the “noble” to link the relationship, and established a joint venture Zegna Summer Dream • Italy Jie Chen Xiaoxiang Garments Co., Ltd. Wenzhou businessmen, said: “In China 40% to 50% of the customers to buy Zegna suit as a gift to give as gifts. ”
In the 1980s, Zegna to find the world’s best cashmere and silk to China, this line of thought is found in the greatest harvest the potential of the Chinese market. In 1991, the Zegna Wangfujing Hotel in Beijing opened its first store out. At that time, the minds of the Chinese luxury brand or Peel • Cardin, crocodile. Surrounded by these brands, “Zegna” almost became the extraterrestrial, 8,000 yuan FEC set of Zegna suits, almost equivalent to a three-year average worker in China’s total income.
But apparently picked the store’s opening time, for the Chinese market, Zegna this have to envy with a sensitive touch industry, which makes Zegna become the largest sales volume in China, one of the top men’s brands.
The end of 2007, Ermenegildo Zegna in China has nearly 60 stores, overall sales rose by 38%, including Hong Kong, Macao and Taiwan, including the Chinese market is gradually overtaken Japan to become the world’s second largest market for Zegna.
In fact, the sale started in Ermenegildo Zegna fabric itself is also very strong manufacturing strength, its own in the fashion industry has a lot of partners. Some important designer brands such as Armani, Versace (cosmetics, handbags), Gucci and so will some of the products by Ermenegildo Zegna foundry, which makes Zegna have Spain, Romania, Mexico, foundries throughout the world.
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