Thoney-Barletta, College of Textiles
The Zara Fast Fashion Workshop was held on October 21st, 2005, at the Fashion Institute of Technology in New York City. The workshop was sponsored by TC2, Industry Forum, the Garment Industry Development Corporation, and Kurt Salmon Associates (KSA). Jim Lovejoy of TC2 was the initial speaker. He explained the ingredients necessary to achieve fast fashion, including design and development technology. Ken Watson of Industry Forum then spoke specifically about Zara. A video entitled “The Zara Process”, which was produced by the Harvard Business School, was shown. David Busuk of KSA explained his views as a consultant on fast fashion. Laura Rowen of Brooks Brothers spoke about how Brooks Brothers had implemented some of Zara’s ideas into their business. The workshop concluded with a panel discussion of New York based entrepreneurs/designers who spoke about their business and the challenges they faced.
the discussions, it was evident that the fast fashion approach taken
by Zara is quite different
than the approach taken by many U.S. apparel
According to Jose Castellano, CEO of Zara, a key objective of the company
get the shortest time to market”. Zara chooses manufacturers than can
provide speed over cost and is very customer focused. They monitor what is
and seek customer input. They try to capture lost sales and potential opportunities.
Zara has very limited sales and no clearance racks. They try to create a
sense of scarcity in the products they offer. The assortment changes 70-90%
in Zara’s retail stores. They use no advertising and prefer to pick “great” locations
for their stores.
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