ZARA是西班牙.doc

ZARA是西班牙Inditex集团旗下的一个子公司，它既是服装品牌，也是专营ZARA品牌服装的连锁零售品牌。1975年设立于西班牙的ZARA，隶属于Inditex集团，为全球排名第三、西班牙排名第一的服装商，在世界各地56个国家内，设立超过两千多家的服装连锁店。ZARA深受全球时尚青年的喜爱，设计师品牌的优异设计，价格却更为低廉，简单来说就是让平民拥抱High Fashion。Inditex是西班牙排名第一，超越了美国的GAP、瑞典的H&M成为全球排名第一的服装零售集团。截至2006年6月它在全球64个国家和地区开设了2899家专卖店，旗下共有8个服装零售品牌，ZARA是其中最有名的品牌。在全球72个国家拥有1757家专卖店（自营专卖店占90%，其余为合资和特许专卖店）。尽管ZARA品牌的专卖店只占Inditex公司所有分店数的三分之一，但是其销售额却占总销售额的70%左右。在“快速时尚”经营上，ZARA主要有4个特点：第一，它并不是按照现在传统服装企业的做法，把生产转移到生产成本相对低的地区，而是完完全全在西班牙本土做生产；第二，很少做广告，最开始的时候几乎没有做过广告；第三，款式非常多，全年能够推出10000余款能够上市的服装产品，从设计到上架平均周期是两周左右。第四，库存周转时间也非常快，一年会周转10次左右随着服装设计和终端销售的日益密切，时至上世纪末到本世纪初，“快速时尚”被演变成为时尚服饰企业对秀场的时尚设计快速反应，并制成紧贴最新时装潮流的产品，以低廉的价格流入卖场，主攻主流消费者的一种销售模式。西班牙的ZARA是“快速时尚”革命的先行者，也是全球最大的服装供应商，隶属于lnditex集团。目前在全球将近70个国家拥有1000多家零售店，其中90%是自营的，只有很少一部分是特许经营和合作经营，在中国的店全部都是直营店。Inditex is a global specialty retailer that designs, manufactures, and sells apparel, footwear, and accessories for women, men and children through its chains around the world. Zara is the largest and most internationalized of the six retailers that Inditex owns: (Zara, Massimo Dutti, Pull & Bear, Bershka, Stradivarius, and Oysho). By the end of 2001, Zara operated 507 stores around the world, including Spain.We then analyze the common characteristics of fast fashion brands: first-class image,Second-rate products,Price three streams; faster Speed, fashion, civilians; variety of small amounts; shorten lead time; advanced logistics and data analysis systems are very powerful; paid 。Hire a luxury designer International superstar to join; siting and luxury neighborhood, spared no expense; buy hand-made, do not create fashion,But manufacturing fashion.我们再分析一下快速时尚品牌的共同特点：一流的形象、二流的产品、三流的价格；快速、时尚、平民化；多款少量；缩短前导时间；先进的物流和数据分析系统非常强大；高薪聘请奢侈品设计师国际巨星加盟；选址与奢侈品为邻，不惜工本；买手制，不创造时尚。但制造时尚。1975年设立于西班牙的ZARA，隶属于Inditex集团，为全球排名第三、西班牙排名第一的服装零售商，在世界各地56个国家内，设立超过两千多家的服装连锁店，ZARA的浩大规模，完全不逊色于美国第一大连锁品牌GAP，而且其2004年的获利率更比GAP多出3.3%，其成功之因，有赖于无懈可击的经营模式：低库存、低单价、款式多、汰换快。 惊人的设计团队，神速的商品汰换率 ZARA旗下拥有超过两百余位的专业设计师群，一年推出的商品超过12000款，可说是同业的5倍之多，而且设计师其平均岁数只有25岁，他们随时穿梭于米兰、东京、纽约、巴黎等时尚重地观看服装秀，以撷取设计理念与最新的潮流趋势，进而仿真仿效推出高时髦感的时尚单品，而且速度之快十分令人震惊，每周两次的补货上架，每隔三周就要全面性的汰旧换新，全球各店在两周内就可同步进行更新完毕，极高的商品汰换率，也加快了顾客上门的回店率，因为消费者已于无形中建立起ZARA随时都有新东西的重要形象。 除此之外，设计群也实时与全球各地的ZARA店长进行电话会议，透过了解各地的销售状况与顾客反应，来灵活变通调整商品的设计方向，因应人客的百变口味，而且在顾客购买的同时，店员已经将商品特征以及顾客资料输入计算机，藉由网际传输将数据送回ZARA总部，设计群则可掌握各种精确的销售分析与顾客喜好，再加上本身专业的时尚敏锐度，来决定下一批商品的设计走向与数量，如此一来，商品即可发挥最大销售率，也意味着能有效压低库存的出现率。超低的库存数量，平民的价位政策/ ZARA除了拥有坚强阵容的设计团队与同业大相径庭外，也秉持着低库存的原则来创造更佳的获利模式，秘诀就是以款多量少、平实价位的方式来拉拢买客。在物美价廉但数量有限的双重诱瘾下，容易造成供不应求的情形出现，人客们便会担心此时不买下回买不到的困境，因此即使毫无折扣，照样出手不迟疑。所以尽管一年生产款式多到吓人，但库存比率却能控制在15-20%，比一般同业的30-40%低许多。完全掌握生产流程，自动化的制作设备。ZARA鲜少打广告，所有的行销经费几乎全部投注于工厂设备的扩充改善，位于西班牙加里西亚省的科卢纳的仓库，是一栋四层楼高五百万英尺的超大型建筑物，其面积相当于九十个足球场，而此座仓库连接着14座工厂，仓库内有机器人24小时随时待命压模制布染料，完完全全无浪费时间与人力，唯有自行生产制造，才能分秒不差的抓出生产流程，并跟的上顾客的喜好速度。 Established in 1975 in Spain , ZARA, belongs to Inditex Group , is ranked third in the world , ranking first in the Spanish clothing retailer , in 56 countries around the world , established over more than two thousand of the clothing chain , ZARA ho scale completely inferior to the largest U.S. chain brand GAP, and its profitability in 2004 by 3.3% more than the GAP and more because of its success depends impeccable business model: low inventory , low price , style, eliminating changing fast. Amazing design team , rapid product replacement rateZARA owns more than two hundred bits group of professional designers , product launch year, more than 12,000 models , can be said to be five times as much as their peers , and designer whose average age is only 25 years old, they are ready shuttle in Milan, Tokyo , New York, Paris and other fashion powerhouse watch fashion shows , to capture design ideas and the latest trends , and then follow the introduction of high fashion sense simulation fashion items , and fast -tenth of shocking , twice weekly replenishment shelves, every three weeks should a comprehensive replacement of old , the world within two weeks of each store can simultaneously update is completed, a high rate of product replacement , but also accelerated the rate of customers to come back to shop , because consumers ZARA has virtually always have something new to build an important image.In addition, real-time and design group also ZARA manager conference calls around the world , through the understanding of the situation throughout the sales and customer reaction to design flexible reorientation of goods , in response to the amazing taste of their clients , but also in while the customer purchased the product characteristics and the clerk has customer information entered into the computer , transfer the data back to the Internet by ZARA headquarters, design group can master a variety of accurate sales analysis and customer preferences , coupled with a keen fashion their own professional degree , designed to determine the number of the next batch of goods , this way, you can maximize product sales rate also means that stocks can effectively suppress the emergence rate. Ultra-low inventory levels, the price of the civilian population policyZARAIn addition to its strong lineup of very different design teams with the industry , but also to uphold the principles of low inventory to create a more Good profit model , the secret is to more, less , plain -priced way to draw customers to buy . Inexpensive but in a limited number of double trap of addiction , the situation is likely to cause a shortage occurs , people will worry that this time passengers are not bought back buy dilemma , so even if there is no discount , still shot without hesitation. So despite a year of production styles to scary, but was able to control the inventory ratio of 15-20 % , 30-40 % lower than many of its peers in general . Full cont