Zara的面具背后

Behind the mask of Zara

欧洲最成功商人的管理风格

The management style of Europe’s most successful businessman

在西班牙北部拉科鲁尼亚（La Coruña）市中心有一家小店，黄色的墙漆已片片剥落。从这里出发，不用走多远便到达一幢令人目眩的五层建筑。这是目前世界上最成功的“快时尚”供应商Zara于去年9月开张的商铺。这段跨越三个街区的路途，浓缩了阿曼西奥·奥尔特加的职业生涯：十几岁时在街角的男装店Gala里做学徒，之后成为欧洲最富有的企业家、在该洲业绩名列前茅的公司的大股东。

IT IS a short walk from a tiny shop with peeling yellow paint in downtown La Coruña, in northern Spain, to a dazzling five-storey store, opened in September by Zara, by far the world’s most successful purveyor of “fast fashion”. In this stroll across three city blocks, the career of Amancio Ortega unfolds: from teenaged apprentice in the corner shop, Gala, a men’s clothing business, to Europe’s richest entrepreneur, the majority owner of one of its best-performing firms.

与其共事的一名Zara员工说，“阿曼西奥·奥尔特加的真实故事并不为人所知。”奥尔特加是一个巡线铁路工人的儿子，13岁就开始在街角小店里工作。他只得到了最基本的养育：一位前同事说，奥尔特加曾提到经常一顿饭里“只有土豆”。那时他多数时间都生活在加利西亚（Galicia），这个地区相对贫穷，且历史上并不存在纺织业。然而，就是在那里，他于1975年创立了Zara。这家制造商兼零售商连同其姐妹品牌在全世界已有7000多家门店。

According to one employee of Zara who works with him, “the true story of Amancio Ortega has not been told.” Mr Ortega, the son of an itinerant railway worker, who started at the corner shop aged 13, had a basic upbringing: an ex-colleague says he talks of meals of “only potatoes”. He has lived mainly in Galicia, a relatively poor region with no history in textiles. Yet there, in 1975, he founded Zara—a manufacturer-cum-retailer that, along with its sister brands, has over 7,000 shops globally.