“快时尚”品牌管理策略研究——以ZARA为例

Research on Brand Management Strategy of “Fast Fashion” : a Case Study of ZARA

近年来,在服装业界崭露头角、营收增长快速的西班牙品牌ZARA,因变革而成为倍受关注的研究对象。"快时尚"是其品牌运营的宗旨。"快"的实质是"以顾客需求为导向"的"快速反应机制",是对建立在快速集成和处理信息的基础上的供应链流程的优化,不仅体现在设计、生产、流通等环节上,也在品牌定位、门店选址、终端陈列等方面得以展现。ZARA的管理之道对于逐渐与世界接轨的中国服装业具有借鉴意义。

In recent years, ZARA, a Spanish brand with rapid growth and rapid revenue growth in the garment industry, has become the target of many enterprises because of its transformation of the garment manufacturing industry. “Fast fashion” is the brand operation purpose, connotation and essence of this “fast” is the system of “rapid response mechanism” and “customer oriented”, is based on information and data integration and rapid processing process optimization based on supply chain, reflected not only in the design, production and circulation, but also in brand positioning, store location, terminal display and other areas. Its successful management has a good reference significance for China s clothing industry which is gradually integrating with the world.