Fast fashion is a growing trend as learned in the articles for Comm class 15 (Supply Chain Operations 2). The idea of fast fashion is no longer entrepreneurial with companies such as H&M, Mango and Topshop. I think that Zara is the most entrepreneurial because of their tight knit production structure and fast prototype ability. Their point of differentiation from other fast fashion brands is how they turn around their merchandise in the blink of an eye. For example, at H&M you will find that a few items are gone in a week but often the same items stay throughout the season. This does not spark the same shopping excitement that Zara does because customers know they can delay their shopping for a week without losing out. Zara’s ability to prototype within a few days allows them to have the newest trends in store. Zara has made the risk to not replicate their products often. This has benefited them because consumers buy products they like right away in fear that they will disappear. Zara is also entrepreneurial because of their quality innovation in their products. Zara has been innovative in taking over new markets outside of Spain such as Canada by storm. Eighty percent of their clothes are produced in European factories which immediately makes consumers think of quality. The risks that Zara has taken has definitely contributed to its successful innovation. In turn Zara has become very successful very quickly. I know that when I go for fast fashion, I go for Zara.
http://thirdeyesight.in/articles/ImagesFashion_Zara_Part_I.pdf
happy shopping:
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