I see only dots on the clothes. Especially the white dots on the black dots, ie polka dots. I sat outside a café for half an hour, and three women passed by. Everyone is wearing the same kind of dress. I know these are Zara's clothes. I've used them too and now I see these dots everywhere.
These costumes are summer. This is Zara's viral fashion statement that the company's clothing fans can see on Instagram.
It's just a sign of how the Spanish apparel company, Zara, fought not only trends but also sold record sales of its products against many of the biggest names in the fashion world.
The success of this company and its size is nothing short of a puzzle. It does not advertise, does not do any unnecessary marketing, and its head, Pablo Azla, has not even given a major interview, which was announced last year by a business magazine as one of the best performing executives in the world.
Pablo Azla has recently drawn up plans for Zara's future and says he is in favor of digital and environmental change. But is it viable for a company when their entire business depends on the buyers coming in and buying more of their goods?
How To Make Profit And Stability Together?
Speaking at his campus-like head office in northern Spain, Zara chairman Pablo Azla said Zara and his parent company had considered environmental issues.
"There is no contradiction for a company to be profitable and stable or environmentally friendly," he said.
He said: 'From next year, our stores around the world will have a significant reduction in energy and water use. If you have less than 20% of your energy expenditure, you benefit. '
The way the company actually works is what makes it sustainable. Pablo Azla explained that in Zara, 'less inventory is done'.
This helps to minimize the loss of goods in the sale and sale, and can be avoided with large discounts on clothing.
During my visit to Zara's headquarters, I passed through the tables where the staff was busy reviewing data coming from Zara store managers.
Based on this information, they decide what to produce each week and Zara's factory makes only those items that are for sale. Most of Zara's clothing is made in factories in Spain or in neighboring Portugal, Morocco and Turkey.
Relationships with buyers and suppliers
Zara has a major women's clothing factory near its head office. It is important to work fast here, which requires Zara to deliver the latest trends (customs) in her store to her competitors.
But because of this, it is not always possible to keep a close eye on quality.
Two years ago, Zara's buyers in Turkey received pamphlets from garment workers who wrote that they had not received a salary and were asked to call for better quality of work. When asked about Pablo Azla, he said working with such clothing suppliers was an 'evolutionary process'.
He said that as far as working conditions are concerned, 'the most important thing is to establish lasting relationships with our suppliers.'
Fashion Revolution is an independent organization that monitors where clothes come from and how much ethical considerations are taken care of. They say Zara should tell them where their clothes are made so they can be held accountable for the quality.
Sara Revaty, policy director of Fashion Revolution, says: "Zara's owner company Index is one of the largest companies selling fashion and apparel companies that show cheapness in publishing the names of their affiliated apparel companies."
'Other brands have published their inventory of makers and have proven that doing so will not hurt them.'
Emphasis on plastic recycling
I went to Zara's Pilot Store at the headquarters, where everything was neat, but there were no customers. This is where Zara examines how everything looks and feels, from the light and the display.
Their goal is to eliminate the waste in your store. That is, all packaging materials are made of recycled cardboard or plastic.
Recycle is also a great theme or theme for their clothing.
He is working with MIT, a leading American university, to find a ready-made way of recycling plastic.
I had the opportunity to see and touch fresh recycled plastic clothing. Silk was felt as soon as he touched it.
Pablo Azula promises that the clothing, made of cotton, linen, and polyester from Zara and its affiliates will be fully organic, environmentally friendly and recyclable by 2025.
Fashion Revolution's Sarah Doty says Zara's move to use the most viable materials in her various types of clothing is important, but it is important that all brands take this step.
Nevertheless, he pointed out that the real problem is how many clothes they make.
Inditex said it made 1.5 billion products in 2017. Despite being environmentally friendly, this number can destabilize the earth for human life.
How many clothes we buy is an indication of how much the industry has developed or changed in a short period of time. In Europe, the most used clothing is in the UK. Each person uses 6-27kg of clothing annually.
The final decision of the customer
Fashion marketer Jasmine Jonas says Zara's revenue is high.
'I'm confident in Zara's shop that I will find something that suits me, fits me, and fits my budget. But now the demand for environmentally friendly clothing is increasing.
This is not just a fashion revolution. In fact, many people are campaigning to benefit the environment only if clothing and their sales are reduced.
But how can this be the solution for Zara and Indexes who want to maintain their record sales?
"It's always been the customers' decision on how many products they want to buy," says Pablo Azla.
“I think as a company we have a responsibility to focus on building our products in environmentally friendly ways. Every customer, every person is free to decide how much they want to spend. If anyone wants to spend his money by going to a restaurant or buying clothes, then this is his freedom. '
According to Pablo Azla, 'should I wear this dress or not' is an old debate in the changing room and it does not matter. They say it's ultimately the customer's decision about how important environmentally friendly clothes are.
Zara, meanwhile, has said he will try to minimize environmental pollution for customers.