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1975年，学徒出身的阿曼西奥·奥尔特加在西班牙西北部的偏远市镇开设了一个叫ZARA的小服装店。而今，昔日名不见经传的ZARA已经成长为全球时尚服饰的领先品牌，身影遍布全球86个国家和地区，门店数已达1808家。

ZARA品牌之道可以说是时尚服饰业界的一个另类，在传统的顶级服饰品牌和大众服饰中间独辟蹊径开创了精准时尚(PreciseFashion)模式。随着精准时尚(PreciseFashion)成为时尚服饰行业的一大主流业态，ZARA品牌也倍受推崇，有人称之为“时装行业中的戴尔电脑”，也有人评价其为“时装行业的斯沃琪手表”。ZARA作为一家引领未来趋势的公司，俨然成为时尚服饰业界的标杆。

ZARA作为精准时尚(PreciseFashion)模式的领导品牌，声名显赫，利润丰厚，真可谓是“名利双收”，ZARA显然成为赢利性品牌的典范。“以史为鉴，可以知兴替”，不同经济时代伟大品牌的兴衰史告诉我们一个伟大的品牌的崛起往往在于其品牌精神与整体性时代精神及消费者深层需求的高度契合。ZARA赢利性品牌模式在全球所向披靡大获成功正是对此最好的诠释。

ZARA的每一位门店经理都拥有一部特别定制的PDA，通过这台联网的PDA他们可以直接向总部下订单，而总部可以直接掌握每一间门店的销售情况，同时门店店长也可以和总部产品经理及时沟通。这样ZARA可以做到设计、生产、交付在15天内完成。《哈佛商业评论》称：ZARA建立了一个不同于传统行业的通信供应链，正是这个供应链帮助ZARA完成了它的15天神话。在ZARA你总是能够找到新品，并且是限量供应的。这些商品大多数会被放在特殊的货架上面。这种暂时断货策略在很多人眼中太大胆了！但是想想所有限量供应商品在市场上受到的追捧吧，人们需要的不是产品而是“与众不同”、“独一无二”。而ZARA的暂时断货正满足了人们的这种心理，ZARA由于这种颠覆性的做法慢慢变成了“独一无二”的代言人。

集团简介

Inditex是西班牙排名第一，并于近年超越了美国的GAP、瑞典的H&M成为全球排名第一的服装零售集团，2005年其全球的销售额67.41亿欧元，销售数达4.29亿件，纯利润8.03亿欧元。截至2006年6月它在全球64个国家和地区开设了2899家专卖店，旗下共有8个服装零售品牌，包括ZARA、PullandBear、Kiddy'sClass、MassimoDutti、Bershka、Stradivarius、Oysho、ZARAHome，ZARA是其中最有名的品牌。ZARA创于1975年，目前在全球72个国家拥有1757家专卖店（自营专卖店占90%，其余为合资和特许专卖店）。尽管ZARA品牌的专卖店只占Inditex公司所有分店数的三分之一，但是其销售额却占总销售额的70%左右。

Inditex作为世界最大的时装零售公司之一，在欧洲、美洲、亚洲和非洲的76个国家拥有4600多个门店。除了最大的零售连锁店Zara以外，Inditex还拥有另外七大品牌：PullandBear、MassimoDutti、Bershka、Stradivarius、Oysho、ZaraHome以及Uterqüe。此外，集团还拥有100多家从事纺织服装设计、生产和销售等相关业务的企业。

In 1975, apprentice amancio Ortega opened a small clothing store called Zara in a remote town in northwest Spain. Today, Zara, once unknown, has grown into a leading brand of fashion clothing in the world, covering 86 countries and regions, with 1808 stores. Zara brand is an alternative in the fashion industry. It creates a precise fashion mode between the traditional top clothing brands and the mass clothing. With precision fashion becoming a major mainstream business in fashion industry, Zara brand is also highly praised, some call it "Dell Computer in fashion industry" and others call it "Swatch watch in fashion industry". Zara, as a company leading the future trend, has become the benchmark of fashion industry. Zara, as the leading brand of precision fashion mode, is famous and profitable. It can be called "both fame and wealth". Zara has obviously become a model of profitable brand. The rise and fall of great brands in different economic times tell us that the rise and fall of a great brand often lies in the high coincidence of its brand spirit with the overall spirit of the times and the deep needs of consumers. Zara's profit-making brand model is the best interpretation of its success in the world. Each store manager of Zara has a special customized PDA, through which they can directly place orders to the headquarters, and the headquarters can directly grasp the sales situation of each store, and the store manager can also communicate with the product manager of the headquarters in a timely manner. In this way, Zara can complete the design, production and delivery within 15 days. According to Harvard Business Review, Zara has established a communication supply chain different from the traditional industry, which helps Zara complete its 15 day myth. You can always find new products in Zara and they are available in limited quantity. Most of these goods will be put on special shelves. This temporary out of stock strategy is too bold in the eyes of many people! But think about the popularity of all limited supply goods in the market. What people need is not products but "unique" and "unique". The temporary shortage of Zara is satisfying people's psychology. Zara has gradually become a "unique" spokesman due to this subversive approach. INDITEX ranks first in Spain, surpassing gap in the United States and H & M in Sweden in recent years. In 2005, INDITEX's global sales reached 6.741 billion euros, 429 million pieces and 803 million euros in net profit. As of June 2006, it has opened 2899 stores in 64 countries and regions around the world, including Zara, pullandbear, kiddy's class, massimedutti, Bershka, Stradivarius, oysho and zarahome, among which Zara is the most famous brand. Zara was founded in 1975. At present, it has 1757 stores in 72 countries (90% of them are self owned stores, and the rest are joint ventures and franchised stores). Although Zara stores account for only one-third of INDITEX's total stores, their sales account for about 70% of the total sales. INDITEX, one of the world's largest fashion retail companies, has more than 4600 stores in 76 countries in Europe, America, Asia and Africa. In addition to Zara, the largest retail chain, INDITEX has seven other brands: pullandbear, Massimo dutti, Bershka, Stradivarius, oysho, zarahome and uterq ü E. In addition, the group also has more than more than 100 enterprises engaged in textile and garment design, production and sales related businesses.

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