复旦大学：《中国市场营销 Marketing in China》课堂展示案例_zara

ZARA ACHIEVED GLOBAL SUCCESS WITH ZERO ADVERTISING BUILT ON SPEED DESIGNED FOR ADDCITION

ACHIEVED GLOBAL SUCCESS WITH ZERO ADVERTISING BUILT ON SPEED DESIGNED FOR ADDCITION

What is Fast Fashion? e A contemporary term used by fashion retailers where designs move from catwalk to current fashion trends Fast o COLLECTIONS are thus based on catwalks to designing to manufacturing in annuals spring and autumn e CHEAP so that mainstream consumer can wear the current style at a low price

What is Fast Fashion? A contemporary term used by fashion retailers where designs move from catwalk to current fashion trends FAST COLLECTIONS are thus based on catwalks to designing to manufacturing in annuals spring and autumn CHEAP so that mainstream consumer can wear the current style at a low price

latest addictive out of UIC style

THE QUICK CHANGE ARTIST Zara's abllity to quickly bring the latest designs to its stores rests on its unique business mod The design team then flies Zara's design team monitors fashion trends and store sales. ,脚6 ZARA CENTRE a的的公甲 of trucks out consignments for each of Zara's over Based on this 1.608 stores based on twice a week A∧ Completed designs are shipped back to Spain. ocal store managers in each country tell the Zara head office in A hat the store needs and how much They send these out for manufacturing around the world

Company Overview e Spanish Brand ③ launched in1975 30,000 near carbon copies of Fashion big names designs per year e The largest fashion retailer in the world e Specialities: lightning fast and locally targeted e Parent Company: Inditex, one of the 8 brands o 6104 in 80 markets, 1770 Zaras e Originally named Zorba S ACHIEVED GLOBAL SUCCESS WITH ZERO ADVERTISING S BUILT ON SPEED DESIGNED FOR ADDCITION

Company Overview Spanish Brand launched in 1975 30,000 near carbon copies of Fashion big names designs per year The largest fashion retailer in the world Specialities: lightning fast and locally targeted Parent Company: Inditex, one of the 8 brands 6104 in 80 markets, 1770 Zaras Originally named Zorba ACHIEVED GLOBAL SUCCESS WITH ZERO ADVERTISING BUILT ON SPEED DESIGNED FOR ADDCITION

Main business ZARA NEW THIS WEEK WOMAN MAN KIDS MINI NEW Woman: Formal and serious TRF: Trendy for young fashion girls Man Kids Mini

Main Business Woman: Formal and serious TRF: Trendy for young fashion girls Man Kids Mini

Vertically Integrated Business model A company tends toward forward vertical integration when it controls distribution centers and retailers where its products are sold e Garments enter retail shop within 3 weeks of design where the norm is 6 months o new clothes arrive twice a week which means Zara has 104 seasons annually global distribution centre owns 2.5million items a week, nth in the house remains for more than 72 hours s strategy of centralized stocks and constant JIT (justintime)restocking, Zara receive goods from more than 300 suppliers from 10 different countries twice a week between 24-48 hours

Vertically Integrated Business Model • A company tends toward forward vertical integration when it controls distribution centers and retailers where its products are sold. Garments enter retail shop within 3 weeks of design where the norm is 6 months new clothes arrive twice a week which means Zara has 104 seasons annually global distribution centre owns 2.5million items a week, nth in the house remains for more than 72 hours strategy of centralized stocks and constant JIT (justintime) restocking, Zara receive goods from more than 300 suppliers from 10 different countries twice a week between 24-48 hours

9 Customers: Driving Force and Starting point o customer care Store: Meeting point for customers o top locations e No central marketing department o appropriate coordination of garments No indulgence in flashy events attention to exterior and interior o No usage of high profile designers architectural designs e Flexible Integrated Business Model Design/production: Inspiration from global fashion shows e Design-->Manufacturing/Sourcing--> Distribution/Logistics-->Store proximity of production facilities o immediate reaction to trends e Logistics: constant renewal offers

Customers: Driving Force and Starting point customer care Store: Meeting point for customers top locations appropriate coordination of garments attention to exterior and interior architectural designs Design/production: Inspiration from global fashion shows proximity of production facilities immediate reaction to trends Logistics: constant renewal offers No central marketing department No indulgence in flashy events No usage of high profile designers Flexible Integrated Business Model Design-->Manufacturing/Sourcing--> Distribution/Logistics-->Store