This is a book that deeply analyzes the successful management of world-class fashion brands. The author selects 9 fashion brands and describes UNIQLO's hot-selling strategy and zero inventory operation, ZARA's extremely fast supply system, luxury LV's high-but-not-expensive brand strategy, SUITSUPPLY's ultimate single product strategy and alternative marketing, Handu Yishe's platform thinking and group product development system, the team leadership behind Anta's efficient execution, Li Ning's shift from focusing on marketing over operations to returning to the essence of corporate operations, and the logical paradox behind ESPRIT's "asset-light" operations.
There is an essential difference between building a brand and running a business. When building a brand, the focus is on products, marketing, and channels, while those super companies are establishing systems, such as supply systems, R&D systems, organizational systems, etc., And are developing brands through the establishment of systems. What mysteries, secrets and logic are hidden in this, this is what this book wants to bring to readers.
Reader comments
For example, UNIQLO's hit product strategy reminds me of Apple's product strategy in "The Story of Steve Jobs". There are also similarities between ZARA's extremely fast supply system and Xiaomi's supply chain model in "Xiaomi Ecological Chain Battlefield Notes". However, I don't like the ESPRIT brand very much. I feel that there is something wrong with its asset-light operation. Overall, this book is very helpful for people who want to understand fashion brand management and is worth reading.
For example, UNIQLO's hit product strategy reminds me of Apple's product strategy in "The Story of Steve Jobs". There are also similarities between ZARA's extremely fast supply system and Xiaomi's supply chain model in "Xiaomi Ecological Chain Battlefield Notes". However, I don't like the ESPRIT brand very much. I feel that there is something wrong with its asset-light operation. Overall, this book is very helpful for people who want to understand fashion brand management and is worth reading.