浅析Zara和优衣库的竞争优势-商务英语.doc

PAGE Abstract Zara and Uniqlo, are the most two popular fast fashion brands in the world. As the global latest fashion trend, Zara will naturally not fall. The innovations of the two companies have got a large number of consumers to pay, Uniqlo even won the first spot in the Japanese clothing chain. The same is the clothing business, both use the SPA chain business model, but from the entrepreneurial story and marketing strategy, to the development of offline stores and the integration of supply chain and logistics strategy, including the operation of offline stores and talent strategy. The cultivation, and even the thinking patterns of the operators, are very dramatic results. They all form many contrasts in these aspects and are always displayed in front of consumers. On the basis of summarizing the branding strategies of Zara and Uniqlo’s, then compare competitive advantages between them, also put forward some suggestions on how Chinese fast-fashion clothing enterprises should learn from these two brands and expect our fast fashion brand in China to find out a combination of their actual situation suitable for their own development. This thesis deals with typical operation strategies and generally discusses from the following aspects: management, marketing, technology and target consumer… Key words: Zara; Uniqlo; fast fashion; branding strategy Outline Thesis Statement: This thesis is aimed at searching the differences of competitive advantages by comparing individual marketing strategies of two popular fast-fashion brand：ZARA and Uniqlo, presenting the trend and attitudes of a rapidly evolving situation that our domestic brand can borrow from. Ⅰ. Introduction A. Fast Fashion B. Clothes Industry and Huge Market of Fast Fashion Brand Ⅱ. Basic Condition of Zara and Uniqlo A. Zara B. Uniqlo Ⅲ. Comparative Analysis of Marketing Strategies A. Basic Management 1. Zara: “Fashion Harvester” 2. Uniqlo: Help yourself B. Marketing Strategies