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분야
hwp2. ZARA Marketing
3. SCM, Responsivenss, Flexibility
4. ZARA's Three principles
5. STP Strategic
6. Conclusion & Opinion
In 1975, Zara was start in Spain.
Concept : Display the clothes after 2weeks show in Paris Collection.
Zara has the new designs amount of 10,000 every one year.
Low advertisement rate.
Achieves a higher net margin more than any other competitors.
Zara's Rapid performance
Zara keeps almost half of its production in-house.
Manufactures and distributes products in small batches.
They can design, produce, and deliver a new garment and put it on display more 15 days.
Instead of relying on outside partners, the company manages all design,
warehousing, distribution, and logistics functions itself.
It holds its retail stores to a rigid timetable for applying orders and receiving
2. ZARA Marketing
Zara’s designers continuously tracked new trends through attending trade fairs and most famous fashion shows,and customer preferences through a consumption information system that support detailed analysis of product life cycles. Besides, they place orders with internal and external suppliers, through the shipment of previous samples of the products including their rough price to the product development team. The teams worked for the current season by creating constant variation, for the following season and year by selecting the fabrics and product mix.
It doesn’t spend too much in media advertising, it shows its products first in its stores than ready-to-wear fashion shows, because concerns about overexposure
The Result : Faster response in procurement because the involvement of the product Development Area and image creation of scarcity that makes easier the product to differentiate.
3. SCM, Responsivenss, Flexibility
SCM
ZARA have a short SCM.
So they have a ability to respond in quick changing
market's Need.
Responsivenss
Always new products but limited supply
Design/
year
production/
year
Color/
a garment
size/
a garment
New SKUs
40000
11000
5~6
5~7
several~
100000
Flexibility
4. ZARA's Three principles
1. Close the communication Loop
In Zara stores, customers can always find new products. But they’re in limited supply. There is a sense of tantalizingexclusivity, since only a few items are on display even though stores are spacious. Zara’s retail concept depends on the regular creation and rapid replenishment of small batches of new goods.
The "fast fashion"system depends on a constant exchange of information throughout every part of Zara’s supply chain.
Zara’s single, centralized design and production center is attached to Indicted headquarters in La Coruna. In consistence of three spacious halls
• Women’s clothing lines
• men’s clothing lines
• Children’s clothing lines
