Is it just me, or does Zara very rarely go on sale? Every season, I wait in much anticipation for the usual high street stores to go on sale before I go in and swipe up bargains. Stores like Mango are usually very accommodating and very quickly go up to 70% off. And since I rank Zara in the same category as Mango, I keep on waiting for it to do the same- yet it never does!
While browsing through my first copy of the Economist at the salon the other day, I finally found out the reason for this (one of the few things that caught my eye in the whole magazine).
It appears that this Spanish brand is so fashion forward that while it takes everyone else who manufactures in Asia 6-9 months to get a new design into the shops, it only takes Zara around 5 weeks to do so! Around half of their clothing is manufactured in-house at its base in La Coruna in north-west Spain or by smaller businesses in the same area. The clothing are then delivered by truck to Europe and by air to the rest of the world. In addition, Zara avoids mass production, which helps to keep the store looking fresh, create a scarcity value so we'd buy it now before it runs out tomorrow and to reduce markdowns. The number of marked down items that end up in sale is only about half the industry average. No wonder I've never seen any crazy up tp 70% off sales in Zara!
But I guess that is why we love them- we get to look fresh off the runway without worrying that we'd clash with someone on the streets.
