Zara Founder Ortega Clothing Store Apprentice Counterattack

Amancio Ortega, the internationally renowned fast fashion brand Zara, is the second richest in the world.

Maybe many people didn't know that he was just an apprentice in a clothing store.

Ortega is

The founder of clothing company Indetix.

Inditex owns ZARA, Pull and Bear, Massimo Dutti, Bershka, Stradivarius, Uterque, ZARA Uterque clothing brand, of which the most successful is considered to be one of the most valuable brands in Europe.

In the past ten years, Ortega has always been a frequent visitor to the rich list. He has been wandering from tenth to fourth, but he is relatively low-key.

And how was the fashion empire of Spain's richest man built?

From apprenticeship to ZARA

At the age of 13, Ortega quit school to work.

In the first year, he ran around, and everyone refused him because he was too young.

But he did not give up, and finally signed the first labor contract in a clothing store.

Starting from odd jobs and pportation workers, he worked as a salesperson in a high-end clothing company a few years later.

Ortega, quick and smart, quickly rose to the fore and was promoted to head of department.

More than 10 years of accumulated experience and experience led Ortega to think of the way to turn around: always sell only the most popular fashions.

He bought a material that was quite cheap but cheap in Barcelona. The price could be cut by half by self design, and cheap and cheap clothing was very popular.

As Ortega approached the local textile producers, he accumulated his own customers, plus 2500 of the bank's ZARA (equivalent to $25). He finally opened a clothing store called "ZARA" and later renamed it "the".

The secret of ZARA's success

Shops are the most important market tool for ZARA.

In the past more than 30 years, ZARA has been insisting on "

"Compared with spending money on media promotion and marketing activities, ZARA is more inclined to open more stores with profits.

Every time a new market is landed, ZARA will first open a shop in the most prosperous section of the big city center, then extend its tentacles to smaller towns, and let the brand influence radiate across the country without advertising.

It's like a drop of oil spreading slowly on the fabric surface.

In Inditex group, this strategy is called "oil pollution mode".

ZARA is characterized by always walking in the forefront of the trend.

Target customers are fashionable women who dress very well. This group of people like to follow suit most, and the requirements for quality are relatively backward.

Ortega said frankly, ZARA is a fast fashion brand. It is not an originator, but a quick responder to the trend.

The word "Shanzhai", which is made in China, seems to have been used flexibly by Ortega.

ZARA hired more than 260 designers to fly to various fashion shows to find inspiration in fashion shows in Paris, Milan, London and New York.

They will also come back to various fashion venues and quickly get back the latest fashion and fashion information back to headquarters. Then a professional fashion designer team will be redesigned in different categories, styles and styles to be reassembled into ZARA's own brand new product theme series.

The big fashion company has no way for him. After several days of the new conference, there will be a similar style in the ZARA store.

Every year, ZARA pays tens of millions of euros for this mode of infringement, but Ortega did not give up because ZARA earned a lot more money than the fine.

Besides, winning the low price competition with fashion speed is always the magic weapon of Zara.

In general, fashion brands sell products in the form of 2000 to 4000 a year, and ZARA launches more than 10 thousand new products every year. These new products are selected from over 40 thousand designs by its design team every year.

The huge number of new products is designed to cater for shorter product lifecycle.

Low profile richest man

In the preface of the richest man, Wu Xiaobo described the different parts of the world.

They: they are low-key, calm and round, like a gold coin with different shapes but similar functions.

Amancio Ortega is a typical representative of them. The media says he seems to be doing everything he can to get into work.

In 2011, at the most brilliant stage of his career, Ortega announced his retirement from Inditex group and left the company he founded and insisted on for nearly 50 years.