During uni we had guest lecturer, John Hoerner, give a talk about his book and the retail industry, which I found really insightful and inspiring. He gave all listeners a copy of his book ‘How to Sell: Recipes for Retail which now uni is over, I would like to read.
Hoerner has been a main boss at many fashion retail brands including Harvey Nichols, Burtons, Tesco, Topshop to name a few. His talk was really intriguing as he discussed customers, employers, employees and head office staff, he even made comparisons between them to his dogs, horses and flying!
Interesting points Hoerner made included the fact that customer loyalty doesn’t exist, he believes it’s a myth. What exists is customer familiarity and satisfaction, the only thing customers would be loyal to would be family and friends products. I also like how Hoerner said that store visits should be unbusiness-like, you should forget everything you know on a store visit – be in a rush, act like youve never been there before, then you are a customer!
At the end there were questions and answers, I asked his opinion on why he believes Zara do so well as a business. Hoerner answered saying it was partly down to their analysis, as well as owning their factories and retail stores, causing lead times and critical path to run smoothly and in line with business needs.
Horner spent five years writing the book, which he said for every four pages it took one year to learn.
I read an article from Drapers about how Inditex produce over 1 billion garments a year! The article speaks about Radio Frequency Identification to find out every garments whereabouts. Read the article here: http://uk.fashionmag.com/news/Inditex-controls-the-whereabouts-of-more-than-1-billion-garments,669269.html#utm_source=newsletter&utm_medium=email
I am always fascinated to hear about Zara’s actions and plans, being such as innovative brand, they never cease to amaze me with their innovations.
After looking into Brand Rankings in one of my second year modules at university, I am always keen to see rankings of fashion brands – It is Brand Finance turn to release its annual ranking of the most valuable brands in the world. Among the most powerful companies, the Global 500 2015 includes Amazon (7th place), Facebook (30), Nike (31) and Ikea (51). Chinese online sales giant Alibaba, meanwhile, has also joined the ranking, going directly to 107.
In relation to fashion and luxury brands, the top brands are H&M (71), Zara (142), Hermès (181), Adidas (185), Gucci (188), Cartier (193) and Uniqlo (207). Also included are Louis Vuitton (217) Rolex (251), Michal Kors (253), Marks & Spencer (274), Chanel (278) Prada (297) Polo Ralph Lauren (301), Burberry (306), and Victoria’s Secret (245).
From these findings I like to keep up to date with the brands to see what they are doing to get themselves to their position in the rankings, especially high street companies like Zara and H&M!
I have looked into the fashion market for laser cut design in order to contrast and compare a varied range of fashion products. It was interesting to see how they expressed current trends at the moment. Being able to see the items I photographed in person was really beneficial to see and feel the materials being used in high street and high end retailers. Comparing material qualities and retail prices was really interesting to see how the design reflects its RRP.
In my current laser cut project I have come across many fashion designer’s that incorporate laser cutting manipulation into the fabric of their garments. One of my favourite examples of this in the high street is by Zara. I really like the use of small scale imagery and repeat pattern apparent in the top. I also think the use of material being leather has helped the success of this top by Zara. Having looked at this, it has given me a clearer understanding of how high street stores can incorporate laser cutting into their collections