There is a brand in the fashion world that everyone knows about. His clothes are worn by female students, young mothers, grandmothers, actresses, supermodels, TV presenters and bloggers. And this is Zara.
Now it is difficult to imagine a time when there was no such brand in the world. He appeared only thanks to the dream of one poor boy who wanted his family to live well.
Founder of the Zara brand
The founder of the brand, Amancio Ortega Gaona, was born in a small Spanish town in 1936. His mother was a simple servant, and his father was a railroad worker. The family lived in poverty, and at the age of 13 the boy began to work as a courier. At the age of 17, Amancio had already become a salesman for one dry goods store.
The young man’s employers immediately drew attention to him. He put forward the most interesting proposals, so he was highly appreciated as an employee.
When Amancio turned 21, he decided to leave the store. At first, together with his wife, they sewed children’s dressing gowns at home, which they delivered to addresses.
In 1974, Amancio opened his own store in A Coruña. The main idea of the brand was to copy clothes from more famous brands. The prices were very affordable.
Over the next 4 years, Amancio created a whole chain of stores throughout Spain. The designer managed to create the impossible – high quality clothes at low prices.
In 1980, his good friend, Jose Mario Castellano, joined Amancio. It was with him that the designer coined the term “instant fashion”. This principle means fast design. That is, it takes no more than two weeks from creating a new collection to presenting it to customers.
Amancio understood that he would not win much in Spain alone. Therefore, in the late 1980s, brand stores were opened in Portugal, the USA and France.
In 1985, Amancio created the Inditex Corporation. There was a special department in which employees looked through fashion magazines and chose what else could be adopted: cut, color, texture.
Amancio also realized that one brand could not meet the needs of all potential customers. Zara’s main audience was middle-class women. The designer wanted to expand his sales.
In 1991, Amancio founded a new brand – Pull & Bear. He concentrated on the creation of youth clothing at the same democratic prices.
At the same time, Amancio decided to acquire a stake in Massimo Dutti. Here the policy was somewhat different. The main contingent of the brand is women and men with a high level of income. After 5 years, Amancio completely bought out this brand.
But Amancio was not going to stop there. He understood that he needed to think about the needs of teenagers who love discos and night walks.
So in 1998, Amancio created a new brand – Bershka. He also had his own philosophy – all clothes were produced for young girls who did not want to wear their clothes for older sisters and mothers.
In 1999, Amancio decided to expand his corporation further. So he bought Stradivarius too. So the designer became the king of the youth clothing market. A year later, a brand was created that produces accessories – Uterque.
In 2011, Amancio stepped down as chairman of his corporation. After his departure, the brand began to penetrate into Asia. An online store was also opened.
Today Zara belongs to the mid-price brands. How does a company manage to produce quality clothing without raising the cost? It’s simple: Zara does not run its own fashion shows.
The brand also created its own rules for employees. They must always smile and be friendly, show interest and patience in relation to the client, not leave the person alone in the fitting room, and always carry a pen with them – just in case.
Today Zara is one of the most successful democratic brands. No matter how many competitors he has, he still takes a clear and confident position.