Chapter 22 The third quarter Zara (ZARA)

In the following chapters, we will answer the question of why Zara has not opened an online store to sell its products.And analyze the reason why Sara has not opened its online store from the aspects of the nature of its industry and the advantages of its physical store. Zara's parent company, Indelix, is one of the world's largest fashion sales groups, with sales of 10.4 billion euros in 2008. Its eight brands have opened more than 4,000 stores in more than 70 countries around the world.Among these stores, only about 1,500 are Sara’s stores, but these 1,500 stores contributed 65% of its sales in 2008. It can be seen that Sara is one of its main developments. brand.

Why has Zara not entered into online sales when it is still expanding and opening new stores around the world?Then we should start from the nature of its industry. Sara is engaged in fast fashion sales, and its product characteristics are somewhat similar to those of Belle mentioned above, both of which focus on defeating opponents with speed.The essence of fast fashion is to be fast, so Zara’s style conversion speed is amazing. It takes two weeks to develop a new style and put it on the shelf, and develop more than 10,000 new garments every year, thus attracting customers in a short time. Come back again, so it can increase its sales.At the same time, due to the fast transfer of funds, Sara's products will not be reduced in price and sold out, which can not only guarantee the quality, but also speed up the sales of products.

In addition, Sara has launched a series of cheap, high-quality and high-quality fashion products aimed at customers who want to feel noble and luxurious, but at the same time do not want to pay too much price, which are prices that the general public can afford. , but at the same time because its stores are located in expensive shopping areas in the city, it can satisfy customers' pursuit of noble and luxurious psychology. Women regard shopping as a kind of enjoyment, which is also part of their social life. As mentioned in the Belle section above, this kind of shopping experience cannot be obtained in online shopping, and Danzala attaches great importance to the design and quality of its stores. For decoration, we will regularly change the decoration and furnishings of the store, and use its physical store as its best publicity. The decoration and furnishings in the store are different according to each place, so as to achieve the effect of publicity.

Sara is taking a cheap and luxurious route, bringing fashion to customers. At popular prices, you can buy trendy clothes to satisfy customers. You can enjoy a tasteful clothing shopping experience without very expensive consumption. . Zara doesn't advertise much because it believes that its best publicity is its brick-and-mortar stores.Therefore, it will spend a lot of money and rent the most expensive locations in big cities as its store locations, such as Fifth Avenue in New York and Ginza in Tokyo, etc., and be neighbors with international famous brands such as LV and GUCCI, bringing fashion to consumers. , Noble, luxurious feeling.

Sara has put a lot of effort into the design of the store and the decoration of the window, so that customers will be attracted to shop when they pass by the window and see its exquisite design. This is the best publicity. Take Sara's stores in Hong Kong as an example, all of them are located in large shopping malls with a large number of customers, such as Harbor City, International Finance Center, Pacific Place, etc. consider. Customers have to go to Sara's physical store to feel their care in decorating the store and feel the noble and luxurious feeling they want to create. This is more difficult to do in online stores, because consumers in online stores It is difficult to experience the feeling of enjoyment when you can only see your web design.

Like Belle, you can see all the goods in the physical store at one time, but once you can feel the three-dimensional shopping atmosphere provided by the store, you can feel the decoration and furnishings of the store, and feel the atmosphere of someone shopping with you.In the physical store, you will be entertained and served by the waiters. They will not only give advice on matching and selection, but also serve you with heart, making you feel that it is a very enjoyable thing for someone to help you buy clothes.Based on the principle that customer experience is the first priority, Sara store staff will regularly report the opinions they get from customers to their superiors, so that Sara's design and decoration can be closer to the needs of customers. For example, the eco-friendly store opened by Sara in recent years is the result of communication with customers.This kind of intimate relationship with customers is also difficult to create online stores.

Because clothes and shoes are the same, they are very personal things. If you don't try them on, you don't know whether the clothes really suit you and look good.Physical stores allow you to try them on immediately and know how the clothes will look on you in real time, but online shopping only waits for the clothes to be delivered before you know whether they look good. This is not in line with Zara's fast fashion. The essence of business. In addition, since shopping in the store can try on different collocations in real time, so as to get a matching method that is most suitable for you, it can allow customers to buy more clothes at a time and increase sales.

In addition to considering customers' experience in choosing, trying on, matching and socializing, Zara also wants customers to experience the noble and luxurious feeling of its physical stores.Therefore, Sara has more considerations than Belle when deciding whether to open an online store, such as whether it can satisfy the above-mentioned psychology of customers and how to transfer its fast fashion business method to online sales.This is also the main reason why it has not yet opened an online store.