-Zara's positioning is reasonable.
( different price each nation )
But zara's price policy is go to extremes. (100~250%)
Although many asians think high price products is good,
but many people already know the truth(original price).
So zara must adjustment price policy in asia.
Targeting
Those who can’t afford designers brands, but still want their designs
Reasonable customers who are willing to pay less and buy
lower-quality clothes
Positioning
(what’s our position to seduce the market?)
Keeping the competence advantage of SPA + providing modern,
formal, but casual designs
ZARA’s Current
Environmental Policy
Eco-Friendly store
Ecological fabrics
Organic cotton (Specific Label)
PVC-free footwear
Biodiesel fuel in transport
… etc.
DEVELOP
to IMPROVE
AWARENESS
What is a Augmented Reality?
Augmented reality is an artificial environment created through the combination of real-world and computer generated data.
Similar to Spain market
Minimum level of economic development
Easy Entry
Market
Entry
Company-owned – key, high growth
Franchises – small, risky
Joint ventures – medium risk and importance
Prevent Exorbitant and Vast expansion strategy
Improve & Develop way to manage existing channel
Adding Distribution hub on channel of each continents
Offer s
전략적 측면에서 변화가 있음을 보여준다.
1992년 이랜드가 상해지사를 설립한 원인은 중국을 생산기지로 활용하고자 함이었다. 앞에서 설명했듯이 당시 국내 시장에서 중저가 캐주얼 브랜드가 포화 상태였으므로 조금 더 값싼 노동력을 이용하여 원가 절감을 이루지 못한다면 가격 경쟁력을 잃게 되