现代快时尚服装品牌与其物流体系分析

Analysis of the Modern Fast Fashion Garment Brand and Logistics System

作为一种成功的商业模式,快时尚服装品牌运营模式(以ZARA与H&M等为例)近年来成为行业内众多企业借鉴、模仿的对象。本文基于现代服装企业物流管理体系的分析,结合市场营销学理论,分析了现代物流管理体系。以国内Meters/bonwe TAGLINE与西班牙ZARA的运行模式与阶段性成果为案例,对其商流、物流、信息流等内容进行研究,整理出服装快时尚模式的优越性因素,以期完善国内快时尚服装品牌的运行体系。

Fast fashion clothing brand operation pattern （taking ZARA, H＆M and other brands as examples）, as a successful business mode, has been imitated by many companies in the industry in recent years. This paper, basing on analysis of modern garment enterprises logistics management system and in combination with marketing theory, introduced the concept of modern logistics management. Meters/bonwe TAGLINE and ZARA operation mode and phased results were analyzed as cases to study trade follow, logistics, information follow etc. Advantageous factors of fast fashion mode were also sorted out in order to improve the operation system of the domestic fast fashion clothing brand.