Introduction: The Chinese did not accept the local manufacture of luxury goods, which the company, managing director of Zegna, the global strategic alliance CEO, Giorgio Delpiano am very confused. In fact, not only is the Chinese people do not accept items made in China, most consumers in developing countries have such a feeling. This also makes a big fashion dilemma.
"Business Week" magazine as LVMH's most valuable brand in Europe, but for the Harvard Business School, the other a Spanish fashion company Zara is even more valuable.
Globalization: the loss of "noble blood," the risk of
Chinese people did not accept the Chinese-made luxury goods, which the company, managing director of Zegna, the global strategic alliance CEO, Giorgio Delpiano am very confused.
"Zegna made in China in the Chinese market acceptance of the European and American markets was even lower than both the Italian design, but also support local manufacturing, a more reasonable price, I do not understand what went wrong." He said .
"Buying luxury goods is to buy noble descent and original of origin, if the are 'Made in China', and might as well just buy a Chinese brand." Says one consumer. In fact, not only is the Chinese people do not accept items made in China, most consumers in developing countries have such a feeling. This makes the brand into a dilemma: take one step back, is the loss of price advantage; further, is the dilution of noble descent. And China to maintain the kind of distance, as repeatedly weigh Zegna proposition.
In fact, Delpiano should know that he worked in Italy, this top-selling men's brand is not only the design, quality and technology, also means that the taste and identity.
A widely circulated story is that the custom set of limited edition handmade Zegna suit the world's 13 million yuan. Worsted craftsmen is 12-13 micron wool, manufactured goods and even with the naked eye it seems even finer than silk. Fabric of the climate requirements, the need to go to Switzerland processing. The volume of Italy's top genre system technicians, and even the buttons are the most hard horny mammals made. The whole production process up to 50 days.
The family business a hundred years, three generations of a small town in Italy for their own hand, it is often referred to Zegna culture. Former U.S. President Bill Clinton, former French President Francois Mitterrand, British Prince Charles in public and so on, have to show people Zegna, which is able to attract the media story.
Zegna on this and the "noble" linked to the relationship between the joint venture was set up and Zegna Summer Dream - Italy Jie Garments Co., Ltd. Wenzhou businessmensaid: "In China 40% to 50% of the customers to buy Zegna suit is to give as a gift. "
The 1980s, Zegna to find the world's best cashmere and silk came to China in this line of thought is found in the greatest harvest the potential of the Chinese market. In 1991, the Zegna Wangfujing Hotel in Beijing opened its first store. At that age, the hearts of the Chinese luxury brand or peel - Cardan, crocodiles. Surrounded by these brands, the "Zegna" almost became the sky, a set of 8,000 yuan foreign exchange certificate of Zegna suits, almost equivalent to a three-year average worker in China's total income.
But the opening of the store apparently picked the right time, for the Chinese market, this Zegna have the envy of the industry so that the sensitive touch, which allows Zegna become the largest sales volume in China's top men's brands.
By the end of 2007, Zegna in China has nearly 60 stores, the overall sales revenue rose by 38%, including Hong Kong, Macao and Taiwan, including the Chinese market gradually overtaken Japan to become the world's second largest market Zegna.
In fact, the sale started Zegna fabric itself is also very strong manufacturing strength, its own in the fashion industry has a large number of partners. The designer of a number of important brands such as Armani, Versace (cosmetics, handbags), Gucci and so on will be part of foundry products by Zegna, Zegna It has Spain, Romania, Mexico, and throughout the world on behalf of the factory.
Can not but choose to "Made in China" and should not be too intimate, which is currently Zegna's "philosophy of existence."
VS time costs, which more important?
There is a fashion statement: Why do the four major fashion weeks to 8 months ahead of schedule next year's fashion publication? For the majority of fashion companies, they have to spend at least 8 months before the design into a finished product. Working procedures are as follows: A country in fabric procurement, B States dyeing, C carved the country to work together fine embroidery, and ultimately resulting in a skirt D country.
Such a complex process of Zara almost can not imagine. Most of Zara clothes are made in Spain and Portugal, production, finished products to various stores twice a week. Zara designers design, from the finished product until the in Paris, Tokyo, Zara store there, time will not be more than two weeks. The trend of the fashion world is likely to be large areas of the United States last week, Madonna's latest decision of the influence of MTV, but Zara skills to master the speed of its large competitors can not match. Zara can design the diversity of garment products will be divided into many small parts: the volume of little more than design. Zara unpopular product out quickly to avoid a backlog of stock had to sell out.
60-year-old- Ortega is the founder of Zara, he never interviewed by the media, people know little about him. Ortega from a poor, little educated, 13-year-old in Barcelona began an apprenticeship in a tailor, perhaps this prompted him to take an ancient, simple yet effective ways to manage the company, but let Zara went to the front . Personal assets of up to six billion U.S. dollars of Ortega Spain called one of the richest men in the fashion industry only to LVMH's Bernard -.
There is no doubt, Zara's model is a challenge of globalization. After the 1970s, the establishment of the Western world in the third world manufacturing industry based on cheap labor. Manufacturers to focus on the cheap labor force to seek to reduce costs, the industrial model to create a sense of dependence, as well as deep-rooted fear: they would be defeated opponent.
But Zara is the manufacture and sale of close contact, while reducing inventory and avoid complex branch companies seeking cheap labor than the more important. Zara in Europe, looking for relatively inexpensive labor force, this is a reversal of the direction of the "Exodus", it is starting from the east to the West. Hospitals in the Harvard Business School and IESE in Spain it seems, Zara that go against the trend of the new company's future models, such as the United States than it has Gap, Sweden H