In Nina Garcia’s blog, she talks about the value of being original and the importance of focusing on a high quality design rather than turning to the ‘fast fashion’ trend route and applauds Robert D. Austin’s 2008 HBR article “High Margins and the Quest for Aesthetic Coherence.” According to Garcia, businesses that focus on quality and coherence and stick to a well thought design tend to have more of a lasting impact versus companies who focus more on quantity and cheap products.
“It’s the companies that have integrity and stay true to their aesthetic that are ultimately more profitable. Those that cut quality and turn to knock-off designs just don’t survive long-term.”
I found this blog particularly interesting, because it puts into prospective on what is completely true, yet overlooked. Because of the new technologies, the demand of consumers has increased substantially. Before internet existed, consumers would have to see new products and designs in person in order to want it., but now, consumers can see the new trends via twitter, facebook, and google, even before they hit stores. Like Garcia writes in her blog, “consumers not only see products sooner, but also want them faster.”
The concept mentioned above reminds me of that one class in Comm101 where we talked about the success of Zara and how Zara is able to keep up with the trends and release new styles weekly to achieve customer return and excitement. However, while Zara’s quality is very good, Garcia and Austin’s blog posts challenge this tactic:
“As “Aesthetic Coherence” suggests, it is crucial to emphasize design and delivery, even in a fast-paced modern market. I’ve seen that beating out the competition is not just a matter of offering the lowest price. Companies must also understand that consumers want special and well-thought-out products wrapped in a holistic experience from the point of discovery to the point of purchase.”
This makes me wonder if Zara will be as successful as they are now in the future. Will they continue to be successful once the other companies start using their same tactic? Do customers go back for the new trends, or the quality of the Zara brand?
In my opinion, Zara is doing a good job. Although I never really noticed the amount of different styles they have weekly until Comm101, I don’t think Zara is exactly cheap (although in Comm101, they say it is). Because of Zara being more out of my ideal price range, I will always have the impression that Zara makes quality clothing, which falsifies the argument found in “Aesthetic Coherence”. However, other brands, such as Forever21, I believe fall into the category of companies making the mistake of choosing quantity over quality. While they are highly successful due to their reasonable prices and “cute” selection of clothing, many times I have gone home only to find that my new purchases have loose threads and missing buttons.
As a prospective business woman, I will definitely keep in mind that quality will always beat out quantity; no matter what costs.
References:
http://blogs.hbr.org/cs/2012/11/staying_in_fashion_in_the_digi.html?utm_medium=referral&utm_source=pulsenews
http://hbr.org/2008/01/high-margins-and-the-quest-for-aesthetic-coherence/ar/1
http://3.bp.blogspot.com/-JJ84dEUtN40/TwN8XhjsXWI/AAAAAAAAA2o/Llq1cyLs-s8/s1600/quality-enhanced-life-days-a-new-metric-for-hospital-sustainability.jpg