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Fashion industry
Before the 1990s, the fashion industry was controlled by the ‘fashion triangle’ (Paris, Milan and New York). However, in 1985 Inditex (Industria del diseño textil / textile design industry) was created by Amancio Ortega and the whole industry suffered a dramatic change.
Although they started in Spain, they quickly saw the opportunity to launch their idea to the international market, which years after it has been proved that was a completely success.
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Thanks to Mango, Inditex or Camper (among others), nowadays Spain is going through its best moments in the international market, being the only country with two representatives in the fashion´s G6: Inditex (number 1) and Mango (number 3). This G6 has in total around 20.000 shops, of which 9.000 are Spanish (almost half of them).
Zara and Mango were the first Spanish brands to come up with the idea of ‘affordable luxury’: offer creativity and quality at low prices.
However, there are other people who claim that they do not sell just because of their low prices.
Luis Lara (professor in the ISEM Fashion Business School) says that ‘they attract people because of the fashion and for the pleasant store environment’ and Joanna Shiers (from Stylus) states that ‘they manage to create the illusion of exclusiveness by limiting the stock, so if you do not buy something when you see it, it will easily not be there when you go back to the shop’.
Why this success?
