ZARA模式简介(英文版).pptxVIP

FastFashion 第一页，共29页。IndexCompany ProfileUnique Business ModelStrategiesZARA AnalysisRecommendation第二页，共29页。Company ProfileZARA is： Spanish clothing and accessories retailer Based in Arteixo, Galicia Founded in 1975 by Amancio Ortega and Rosalia Mera The most profitable brand of the Inditex group. 第三页，共29页。Video http://youtu.be/qhCM0F81vEghttp://youtu.be/qhCM0F81vEg第四页，共29页。ObjectivesDevelop system the requires short lead timesDecrease quantities produced to decrease inventory risk Increase the number of available styles and/or choice第五页，共29页。Unique Business ModelDesignRetailingSourcing manufacturingDistribution第六页，共29页。Business Model (cont`d)Design: Creative TeamsDifferent sources of ideas (store managers, TV, internet, fashion on street fashion show, trend spotter)第七页，共29页。Business Model (cont`d)Sourcing ManufacturingAssistance of purchasing offices in Barcelona Hong KongMore than 200 external suppliersIn-house production (40 % of clothes produces internally, 60 % externally)第八页，共29页。Business Model (cont`d)DistributionCentral distribution center in ArteixoSatellite center in Argentina, Brazil and MexicoCenter works on dual-shift basisEquipped with mobile tracking systemDelivery on Europe takes 24 hours and outside Europe takes 48 hoursScheduled shipments by time-zone第九页，共29页。Business Model (cont`d)Retailingconsists of merchandising and store operationsStores places in premium streets and city centersSet fabulous window-display store Main retailing tactic: create scarcity Very low advertisementsAims: reduce inventory and marked-down prices第十页，共29页。Competitive AdvantageCost leadershipTurnover of product is highFast ProductionProduct VariationEfficient distribution systemLow level of inventory第十一页，共29页。Fast production Key of ZARA’s AdvantagesAbility to design and finish goods in store within 4 to 5 weeksVery quick to get designer-influenced products into their stores第十二页，共29页。StrategiesTechnology SystemDesignVertical Integration MarketingPricing strategy第十三页，共29页