Zara finally began to get involved in e-commerce.
, the Spanish low fashion giant, opened an online store in six European countries in September 2nd, hoping to boost its sales performance with new channels.
is reported that the first landing countries including Spain, Germany, France, Italy, Portugal and the United Kingdom, Zara sales in these countries accounted for 40% of its total.
online "selling" before, Zara has embarked on a great deal of preparatory work. Compared with other retailers in the fashion industry, Zara has more Facebook followers, the introduction of the Facebook "now attracted 4 million 400 thousand fans, devoted to fashion brand iPhone app has been downloaded two million times. On this basis, its official website recorded a total of 33 million 500 thousand visits last year.
A survey by Nelson, a market research firm, recently conducted in 55 countries, shows that clothing is the second most popular book among users, second only to books. In the UK, nearly 10% of apparel sales are conducted over the internet. According to this reasoning, active in the Internet Zara should be the first to develop e-commerce.
in fact, before Zara, the fashion giant began to grab the Internet business. The world’s second largest clothing giant, GAP group in the United States in August 12th to expand its online shopping business from the United States to other countries in the world, and promised by the end of this year will be increased to 65 stores in the country of. In addition, the world ranked third in Sweden H& M group in 1998 as early as the opening of Germany and other countries in the online sales of the seven countries, and in the near future plans to enter another leading market – the United kingdom.
from this point of view, Zara seems to follow the footsteps of some "".
according to industry estimates, last year’s online clothing sales in Spain accounted for only 2.5% of the annual turnover of e-commerce, in France accounted for only about $5.6%. Although Spain’s other low fashion brand Mango as early as 2000 opened the online shopping, but the online channel sales accounted for only 1% of its total revenue. The headquarters of the development of electronic commerce to determine the electronic commerce, at the present stage is Zara a supplementary channel.
addition, Zara do online shopping also need to consider the issue of brand coverage. The company hopes to test the water in Europe, the official shop can be extended to the 77 countries in the world where the brand store. But in fact, Zara in Europe with a great reputation, more in emerging markets is still in the initial stage of establishing the brand image, it is still in the preliminary stages of development of the channel. If the sales to the network, whether it will affect the development and management of offline channels
to China as an example, Zara into the Chinese market too soon in the domestic consumer groups are still too small. This time, the company also hope that consumers enjoy the store shopping experience, the establishment of brand image >
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