Fora small firm that wants to emulate the success of Zara and Benetton,they have to be willing to go the extra mile. Zara and Benetton arebig firms with huge financial resources at their disposal and that iswhy they make cost saving through various innovations look easy.However, with a few minor adjustments the smart techniques used bythese big clothing firms can also be implemented by the smallmanufacturers at a fraction of the cost. There are three things thata small firm needs to focus on if it wants to grow like Zara andBenetton: flexibility, design, and efficient communication.
Asmall cloth manufacturing firm that is just starting out has theadvantage of using family and friends to help in the productionprocess. Unlike Zara that uses villagers and factory workers to sewthe fabric, a small firm can use family, friends, and interestedneighbors to boost their production and flexibility. These partiescan help in the sowing of fabrics for speedy production of clothes.The advantage of using people from a common social cycle is that thecompany has an upper hand in negotiations. Since these workersinvolve people that the firm knows personally, they can volunteertheir services for free or at a small fee. These people see the jobas an opportunity to help owners of the firm gain ground, so wageswill not be a major issue for them.
Thesmall clothing company should also hire its own team of expertdesigners so as to give their products a unique image. They shouldfocus on getting twelve designers for a start since they are on alimited budget. Each designer will create a new design every monthand when the year ends, the designers can improve on their previousdesigns or create something totally new. Twelve is sufficient becauseit means that the company will always have a new design every month.Just like Zara, they will be able to drive up the demand for theirproducts by giving them a short shelf-life of four weeks.
Thefirm can develop an interactive digital platform that adjusts andgroups products according to the number of their sales. For a smallcompany, they can hire an app developer to create a mobileapplication that can tally sales information in real time (Page,2013). A mobile application is more efficient in a small firm becauseit does not have a lot of branches, therefore, there is no need toinvest in expensive communication systems. Since everybody in thefactory has a smart phone, the production team can immediatelyincrease the output of a popular design when the sales team updatesthe records.
Inconclusion, the small manufacturing firm needs to work onflexibility, design, and communications if it wants to be assuccessful as Zara and Benetton. Flexibility in production can beachieved by involving friends and family members. Design can beachieved by hiring twelve expert designers. Efficient communicationcomes from the creation of a mobile application. These innovationstrategies will help the small clothing firm quickly gain ground inthe textile industry.
Page,T. (2013). Use of mobile device apps in product design. InternationalJournal of Green Computing (IJGC), 4(1),18-34. Retrieved from