Amancio Ortega, an errand boy who used to deliver fabrics in Spain, started his own Garment company, Confeccions Goa, along with Rosalia Mera.
In 1975, they decided to open their front-end store, by the name of ZARA by employing women in sewing corporations.
While most garment companies were following the strategy of selling mass-produced seasonal designs at heavy discounts towards the end of the season.
ZARA adopted a different strategy:
All around the year, they came up with limited production and sold them for a limited period only. This created urgency in the minds of customers that led to customers’ quick buying of clothes since their favorite designs will not be available thereafter. Moreover, every time customer visits the store, they get new designs. This enabled them to market their clothes in a week or two. This model changed the fashion frequently. Today, this model is known as Fast Fashion.
ZARA is the flagship brand of Inditex, a Spanish clothing giant. With fast fashion, It expanded throughout the globe with over 7000 stores in over more than 90 countries today. This is how ZARA became the undisputed king of fast fashion.
To know more about ZARA, watch the video: https://youtu.be/I8_gmYNCQ1g
