[국제경영] ZARA 자라 분석(영문)

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레포트 > 경제경영계열
2009.07.23
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소개글

[국제경영] ZARA 자라 분석(영문)에 대한 자료입니다.

1. Situation Analysis

1) The analysis of Korean Economy
2) Where is the current fashion industry going?

2. Analysis of ZARA

1) Introduction of ZARA
2) Business Model of ZARA
3) Key of success in ZARA
4) Value chain of ZARA

3. Conclusion

1) Summary
2) Suggestion

본문내용

Situation Analysis

1) The analysis of Korean Economy

① Slowing economic growth
With the worsening global economic conditions and falling domestic consumption, the nation will not likely achieve higher growth for the foreseeable future. If the global economy slows seriously, our economy can’t avoid damage because exports of goods and services account for 66 percent of our gross domestic product. The Korean economy has been growing at a much slower pace over the past decade since the 1997-98 Asian financial crises. Korea's gross domestic product (GDP) expanded at its slowest rate in four years in the third quarter, raising fears that Asia's fourth largest economy is entering a recession.

② Small Foreign Exchange Market
The won-dollar rate has been extremely volatile in recent months, having a negative impact on businesses and households. Many say a relatively small foreign exchange market here and mostly dollar-based transactions are the main culprits behind the volatile exchange rate. Recently, the won regained a little strength, but instantly calming fears of a currency exchange crisis.

③ Shrinking consumption
Consumer spending will likely further shrink in the coming months due to weakening purchasing power triggered by the sluggish job market, falling equity prices and rising inflationary pressure. For consumption to recover faster, we will need to see more aggressive tax rate cuts on personal income and capital gains, as well as stabilization of the property market

2) Where is the current fashion industry going?

① Slowdown in fashion industry
Consumer confidence weakened this year, reflecting growing concern about the impact of the global financial crisis on Korea`s real economy, sales had slowed, and expressed uncertainty for the industry because of fears about the outlook gripping consumers. Lack of confidence in Asia`s fourth-largest economy has motivated investors to sell off local stocks, while the Korean won has fallen about 35 percent against the U.S. dollar this year.
The prolonged economic depression dragging down clothing businesses, prominent foreign brands face sluggish sales and busy terminating their businesses in Korea. Fashion industry expects the next year’s sales will decrease 4.5%.

② Flood of SPA brand
The current fashion market is experiencing a lot of difficulties in fashion forecasting due to consumers′ fast-changing lifestyle on fashion, changes in consumer behavior, and the segmentation of the fashion market. To cope with this harsh reality, many fashion enterprises have paid much attention to the SPA (Specialty Retailer′s Store of Private Label Apparel) brand as a promising fashion marketing strategy in terms of which they can survive in the extremely competing fashion market. SPA proposed short product supply cycle, spacious retail floor, single brand retail store, and low product price compared to the quality of the product. It takes charge of all planning, producing and selling system. SPA brands provide cheap clothing within short time. So they are called as ‘fast fashion’.

③ The booming of ‘Fast fashion’
One of the fashion industry`s current catch phrases is "fast fashion." The phrase describes the industry`s solution to ever-changing consumer tastes by producing low-priced, trendy apparel. Consumers have taken this up because fast fashion clothes are very affordable, even though their mediocre quality does not ensure they will last more than a season. Fast fashion industry intended to provide our customers some price-competitive, yet fashionable items with an edge. Market growth has also been affected by young consumers in their 20s and 30s. Known as the "want-it-all" generation, they tend to buy cloths frequently to keep up with fast-changing fashion trends. Under their "fast-fashion" system, they provide customers with new products on a weekly basis and in limited amounts. Experts say this tantalizes customers who often feel that "I may lose my chance unless I buy it now."
Industry watchers point out that a system which allows customers to purchase trendy products at low prices will work well in the Korean market. They note that Korean customers tend to prefer foreign brands so they can convey a sense of having a high social status.

2. Analysis of ZARA

1) Introduction of ZARA

① The history of ZARA

1963~1974 Foundation of Amancio Ortega Gaona INTITEX
1975 Open the first ZARA store in Spain
1976~1984 Spreading the ZARA store in the main cuties of Spain
1985 Overseas expansion to Portugal
1989 Expansion in New York of the America

참고문헌

www.ZARA.com
http://cafe.naver.com/minip/80
http://blog.naver.com/rororicx/80023379350
http://blog.naver.com/taoyan521/23370313
BIZNET TIMES
Korean Apparel Industry Association www.kaia.or.kr

#of #and #to #in #ZARA #is #fashion #are #Zara #new

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