My visit to Zara

Throughout my studies, I decided to go in person to Zara to explore what I needed to know. I travelled to the Leeds store with a bunch of questions and topics to cover to try to gain more knowledge as to how Zara where producing so fast paced fashion.

I firstly wanted to examine the garments by hand in store, looking for the origin if the fabric and where the fabric wasa made. In my report I wrote that:

'The clothing labels showed that different garments where made in different countries such as China, 

Morocco, 

Spain, 

 Portugal 

 and Turkey

 The use of using these different countries to produce the clothing means that orders are split, between different factories, enabling faster production time leading too a faster speed in which the finished garments are able to make it back to head quarters in time to get distributed. As for the garments made in Spain, this cuts the time taken to produce the garments and get them back to head quarters to distribute, due too been in the same country as head quarters and been able to get to them within a matter of hours, rather than other brands in which the time taken for the finished garments to be received back to head quarters may be time consuming. Also, with the idea of not over loading on stock, just producing enough to see which designs become successful, the factories in which the clothes are made do not have a ridiculous targets too reach - this therefore cuts down the production times hence the fast fashion.'

I also set my self to gather any information as to why I believe Zara could produce such Fast Fashion with a turnover within 2-3 weeks. I gatherd that:

'So as for production, how is it this fast fashion is able to be produced so fast ? Basic fabrics such as cotton, wool, viscose and Polyester are used to create Zara's garments.

The usage of these basic fabrics found in the labels of the clothing in store suggest that Zara only work with familiar fabrics, yet for different seasons and collections they tend to change the colour of the fabric. For example, in November 2014 a bottle green, sleeveless pencil dress made from 100% polyester was in store, here is a photograph I took at the time, I loved this dress but did not end up buying it. 

After recently returning to the store in February 2015, the dress seems to have been a clear best seller, due to the return of the bottle green dress, yet this time in a deep red, a short sleeve, and a flared bottom.

Also, the same fabric was interpreted into trousers, yet different colours such as beige and light grey for spring. This shows that Zara may have a wide range of fabrics already supplied yet just changing the colours of the fabric per season. This may contribute towards the idea of been able to produce such fashion in such a short space of time, by already having an idea of fabrics and fabric already supplied, this cuts the time of the whole cycle from design too production.
After examining the garments and the uses if fabrics, it was clear too see that the clothing seems to be produced fast. Tight leather looking polyester trousers where stitched together which looked like no time was taking into consideration of the interior of the trouser.
One single straight stitch was used to hold the panels together, with these been a tight trouser to fit the leg, this is not ideal. Zips are not securely in place, after opening and closing the zip, stitching began to come away, leaving the zip unsecured.

A black band of cheap elastic was used around the waist for the fit, however the use of the black elastic did not look appealing. Raw edges where used in the interior of the trouser.

Their was no use of over locking - as this would be time consuming and delay the speed of producing the fast fashion. If Zara where to have more time in the design and production stage of creating these items, clothing would look more visually appealing and also be more functional.'

At Zara with producing up to 100 lines every 3-4 weeks, ranges are varied. This way Zara are able attract various types of target audiences. For example, one range in the Leeds store was depicted to be concentrating on a eastern feel, the use of khaki, neutral pinks, with hints of reds through the use of bold pattern.

Another range in store used lemon yellows, whites with a western tassel theme.

Another range focused on laid back blacks and white with splashes of green.  

Also, the sense of having varies amounts of ranges to choose from in store, it is likely that fewer customers will be dressing in the same outfit. The wide range of clothes enables different customers to dress their outfits differently according to their style. Where as with other stores with fewer ranges and a slower approach too the amount of collections entering the store, Topshop for example, where clothes are easily recognisable and vast amounts of customers are dressed in the same outfits at once. Zara creates a much more unique experience through their strategy. 

The fast fashion Zara has too offer enables no one to be caught wearing the same outfit more than once. The idea of low priced yet highly on trend clothing, allows customers to have this concept of throw away fashion.