ZARA品牌店分析报告讲解.doc

ZARA品牌店分析报告 目录 一、ZARA简介·························································- 2 - 1.1 品牌介绍························································- 2 - 1.2 品牌理念························································- 2 - 1.3 经营范围························································- 2 - 1.4 顾客来源························································- 2 - 1.5 品牌特色························································- 2 - 二、ZARA在中国的店铺设计与布局·······································- 2 - 2.1模特:定型形象的诱导··············································- 3 - 2.2橱窗里的情景剧···················································- 4 - 三、ZARA主要管理系统·················································- 4 - 3.1 ZARA总部管理系统···············································- 5 - 3.2 ZARA采购管理系统 ···············································- 6 - 3.3 ZARA物流配送系统 ···············································- 6 - 3.4 ZARA分店管理系统 ···············································- 6 - 四、结语·······························································- 7 -一、ZARA简介 1.1品牌介绍 ZARA是西班牙著名品牌，是世界四大时装连锁机构之一，(其它三个为美国的休闲时装巨头GAP、瑞典的时装巨头HM、德国的平价服装连锁巨头CA)，ZARA的本领是它是全球唯一的一家能够在15天内将生产好的服装配送到全球850多个店的时装公司。ZARA是Inditex集团下的品牌，Inditex是西班牙排名第一，全球排名第三的服装零售商，在全球52个国家拥有2000多家分店。旗下拥有ZARA、Pull and Bear、Massimo Dutti等九个服装品牌，ZARA是其中最成功的，被认为是欧洲最具研究价值的品牌之一。ZARA公司位于西班牙的拉克鲁尼亚，有2.7万名员工，年销售服装9000万件，在全球50多个国家拥有2000多个销售商店（其中有760多家ZARA专卖店）。ZARA公司对服装产品的生产制造能够做到在不到两周的时间内，就快速制作并进行销售。所以在服装业已经被作为极速时尚业的头把交椅，他的营销模式非常的独特，ZARA可算得上是“抄版大王”，在战略上采取了快速、敏捷、多品类、小规模、大终端的竞争战略。 1.2品牌理念 ZARA品牌的设计与应用，从立体到平面以及到标签，都富有很强的设计感与时代感，深受全球时尚青年喜爱，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。 1.3经营范围 女装，男装，童装，鞋靴，帽子，围巾。 1.4顾客来源 ZARA的顾客定位——25～35岁的主力顾客层，一般以年轻时尚人士为主。ZARA的目标消费群是收入较高并有着较高学历的年轻人，主要为25—35岁的顾客层，这一类的购买群具备对时尚的高度敏感度并且具备高消费的 能力。而且作为时尚、年轻的消费者在全球的时尚文化和生活方式上有着趋同的追求。 1.5品牌特色 ZARA旗下拥有400余位的专业设计师，一年推出的商品超过120000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，