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                  ZARA創始人阿曼西奧·奧特加:從漁村窮小子到歐洲首富

                  來源:格言大全-yespu.com 日期:2019-03-28 12:44:10 分類:勵志人物 閱讀:

                  ZARA創始人阿曼西奧·奧特加:從漁村小子到歐洲首富

                    文/清如

                    【人物名片】阿曼西奧·奧特加,ZARA創始人。

                    ZARA是享譽全球的快時尚品牌,而它的創始人阿曼西奧·奧特加卻鮮為人知。這位出生于西班牙貧困地區的窮小子,憑借自己努力,一步一步走向成功,走向世界

                    一、學徒生涯

                    阿曼西奧·奧特加是從底層崛起的億萬富翁。他出生于西班牙的一個貧困地區,父母收入微薄,家庭經濟拮據,全家人連吃飽飯都有困難

                    八歲時,奧特加全家搬到偏僻的漁港小城——拉科魯尼亞。這里是西班牙傳統的紡織服裝工業中,也是奧特加奮斗起點

                    有一次,奧特加的母親想給他買點糖果,可是商店老板卻說,不能再讓她賒賬了。奧特加覺得十分受辱。

                    為了改變命運,13歲的奧特加決定輟學,去一家服裝店當學徒。他從打雜做起,天天給客人送衣服,之后成為裁縫助手,慢慢接觸到服裝設計的核心領域。

                    奧特加發現,服裝從設計到制作,再到零售,整個過程有著巨大的利潤空間,他希望自己也能從中賺到。“我一定得搞出些名堂!”

                    于是,他愈發勤學好問,逐漸掌握了服裝行業的全套經營流程,為日后創業打下堅實基礎。

                    二、創業征程

                    幾年后,奧特加進入La Maja高級服裝店工作。憑借出色的表現,他很快從普通店員晉升部門經理。

                    當時,奧特加負責銷售一款精致的女士夾棉睡袍。他發現,這種睡袍深受女性消費者喜,但是由于價格高昂,鮮少有人問津。他抓住機會,決定自己生產物美價廉的睡袍。

                    1963年,奧特加創辦ConfeccionesGoa服裝廠。挑選布料、剪裁、縫制,奧特加順利生產出了類似的睡袍款式,送到當地商店售賣。

                    由于符合市場需求,價格實惠,奧特加的睡袍銷量火爆,ConfeccionesGoa服裝廠規模迅速壯大,十年間員工增加到500多人。

                    然而好景不長,上個世紀70年代,石油危機爆發,一家德國企業臨時取消了一大筆訂單,奧特加瀕臨破產,他決定放手一搏,自產自銷,ZARA應運而生。

                    憑借時尚的設計和親民的價格,ZARA迅猛崛起,并以燎原之勢火遍全球。而這背后,是奧特加獨特的經營模式

                    三、經營模式

                    從在拉科魯尼亞開設第一家ZARA門店開始,奧特加一直堅持“快時尚”經營模式。

                    首先,建立一支龐大的設計師隊伍,緊跟潮流。

                    奧特加聘請了260多名設計師,這些設計師常年穿梭于各種時裝發布會,捕捉最新的服裝時尚信息,反饋到公司總部。然后,設計師團隊迅速進行改版設計,推出新產品。

                    其次,產品款式豐富,迭代速度快。

                    ZARA的衣服設計時尚、款式豐富,而且迭代速度非常快。從設計到生產到成品上架,這一過程只需四五個星期,而如果是對已上架的產品做改進,只需要兩個星期。

                    最后,快速復制線下門店,讓ZARA遍布全球。

                    在選址上,奧特加將ZARA的門店開在各個城市繁華、客流量最大的地段。從紐約到巴黎,再到中國,ZARA一步一步走上國際舞臺,成為全球快時尚巨頭。

                    ZARA模式的成功,讓奧特加實現了從窮小子到歐洲首富的跨越,也創造了一個時裝界神話。

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