THE HISTORY
FAST FASHION
A REVIEW ON SOURCING
Zara is a Spanish company at the forefront of fast fashion. They launched in 1975 by Amancio Ortega. There is now almost 2000 stores in 77 countries. Their parent company, Inditext, turned over $17 billion last year alone, making their founder the 7th richest man in the world.
“Where speed and disposability are the new black.” -The Beast File
Zara’s HQ is a futuristic building known as ‘The Cube’ in Arteixo, North Western Spain. Here, in house, they create 30,000 designs a year straight from the catwalk which limits out sourcing, creating fast fashion and good quality clothing. If it does use cheap labour, Zara goes for poorer European countries rather than the developing world. From the design stage, products are in store within 3 weeks, rather than the industry average of 6 months. Fashion is usually sold in 4 seasons, however, Zara wants you to buy it in 104!
Zara’s Founder: Amancio Ortega
“New sets of garments arrive in store twice a week, with fans calling them “Z days.” Fueling the need to update your wardrobe!”
The global distribution centre, also in Spain moves 2.5 million items per week with nothing left in the warehouse for longer than 72 hours! All of the products are ironed in advance and are all prepared and packed on hangers with the security and price tags on, saving the store’s staff prime selling time! Records are kept of any clothes tried on but not bought, and are then sent back to Spain along with any cash registered data. Customers visit Zara on average 6 times more than its competitors, causing rival stores to dread its arrival on their turf. When Zara opened their first store in Sydney, Australia in April, 80% of its stock was snapped up within 3 minutes!
Zara’s HQ in Arteixo
Zara has achieved global success with almost zero advertising, which is advertiser calls “a pointless distraction.” Zara, known for its fast, affordable, pre packaged fashion. A business built on speed and designed for addiction
CONVERTING SUPPLY CHAINS
A COMPARISON
A method of sourcing that is the opposite of Zara’s supply chain is the Prosperity Chain. This is different to the supply chain as they take their time when making garments and selling them to consumers. The chain began with the artisan and the customer, where in the past the artisan created the garment and then sold it to the customer. Over the years, more and more people have come into the chain; such as designers, manufacturers, wholesalers, retailers and a buying office. Kavita Parmar, conducted an investigation where she visited Madras, where over 250 thousand families weaved the fabric Madras. She then visied European workers who produced the same garments but couldn't compete. So, they asked everyone who weaved a fabric, sign their garment and add a photo by using a unique QR Code. Then, wherever the garment travelled next, the same process happened with a signature and a photo and a code, so that whoever received the product last would be able to trace it using the code, back to its origin and see where it came from. By doing this, Kavita wanted people to appreciate their clothing more and hoped that the consumer would promote the artisan that created the garment through social media. “Artisans have now become so proud of what it is they are doing and finally people are giving them the individual credit they deserve” She says that the artisans have now become so proud of what it is they are doing and finally people are giving them individual credit and they are getting to know others across continents. They’re receiving thank you notes from people who have received their creations. Overall, she wants to make people realise what it is they are buying and where their clothes are coming from. And she wants people to appreciate the journey it has been on. Which is completely different to what Zara do, as their chain is about being fast paced and not really taking into consideration what goes on in the garment making stage.