Spain's prolific high-street brands 'inspire' Adidas
Thursday, April 2, 2015 @ 3:50 PM
SPANISH high-street clothing empire Inditex's success lies in its 'swift production speed', says a London business college professor.
Speaking of sportswear brand Adidas' recently-announced plans to centre its operations on manufacturing in Europe, marketing tutor Vince Mitchell of Cass Business School says the textile firm owned by Spain's richest man, Amancio Ortega had paved the way for global success by concentrating on getting its goods made and on the shelves in record time.
He referred especially to budget label Zara, the main Inditex brand known outside of Spain, although the company's practices work similarly for its other lines - mid-upper high-street ranges Uterqüe and Massimo Dutti, quality interiors chain Zara Home, cut-price streetwear label Pull&Bear, underwear branch Oysho, and the cut-price versions of Zara - Bershka and Stradivarius, which are marketed for teenagers spending their pocket money.
And now German sports firm Adidas has taken its lead from the Galician empire - it is testing automated production units which, when combined with existing human staff's efforts, would make manufacturing faster and allow customers to seek a personal touch when buying goods.
So far, however, automated production has failed to convince investors outside of Europe or to keep rival brand Nike from encroaching on its market share - although it did cause an increase in share prices in Frankfurt.
Read more at thinkSPAIN.com