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목 차
1. ZARA 기업소개
2. ZARA 마케팅전략
3. SCM 사례
4. ZARA의 3가지원칙
Close the communication Loop
Stick to a rhythm across the entire chain.
Leverage your capital assetsto increase supply chain flexibility.
5. STP 전략
Segmentation & Targeting
Targeting &Positioning
6. 결론 및 나의견해
1. ZARA 기업소개
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.
…(생략)
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A 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
10000
5~6
5~7
300000
Flexibility
4. ZARA의 3가지원칙
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
Separate desig
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