. Introduction of ZARA
(1) Concept of SPA and Fast fashion
SPA which stands for ‘Specialty store of Private label Apparel’ came into the world in 1987. When America’s apparel brand ‘GAP’ took over ‘Banana Republic’ in 1987, people started to call their business status as ‘Specialty Store Retailer’. A SPA controls over plan, production, distribution, and retailing and thro
of colorful feelings
Violent images
Not presented the variety of Pringles product
Need something more than the ‘Crisp’ sound
1. Consumers’ perception that Pringles is expensive
2. Consumers’ perception that Pringles have poor nutrition
3. Lack of Korean original characteristics
4. Lack of attractive marketing strategies
5. Relatively expensive
6. Parents’ negative percepti
Pringles with nitrogen charged package – We can appeal consumer who has negative attitude against nitrogen charged package, and persuade that buying Pringles is reasonable.
Combine Pringles with luxurious image that showing consumer ‘Pringles has high brand value’, emphasize attitude ‘Pringles is deserve to buy’
Target media: Movie magazine, University magazine
_Hard to satisfy local responsibility demands
_Highly dependent on suppliers
“Where would IKEA have been today,
if it was not for the problems
faced with Swedish suppliers
in the early 1960s?”
_Sofa weren’t big enough
_Drawers were not deep enough
_Glasses were two small
_Curtains too short
_Kitchen didn’t fit U.S size appliances
of athletic shoes.
*They selected a brand mark today known internationally as the “Swoosh,” which was created by a graphic design student at Portland State University named Carolyn Davidson.
*Steve Prefontaine who became a powerf