工商管理专业 浅析ZARA生产运营探索之路

I摘要：ZARA 与全球时尚城市互动塑造全球时尚品牌形象，“商品从哪里来、到哪里去”构成品牌空间发展史，支撑起“全球”品牌形象，而“全球”头衔对于中国本土向往全球化的消费者来说依然具有很强的吸引力。随着经济的发展，服装行业跟前几年相比发生了巨大的变化。从现在服装市场占有率上可以看出，快时尚消费占据了我国大部分的时尚市场，并且快时尚作为当下最为火热的服装产业，已经在全球范围内普及开来。而在中国区域，快时尚行业发展的速度尤为迅速，快时尚行业其以自身对时尚元素的及时把握、较低的价格和快速的产品更新，满足消费者对于时尚服装的期望。ZARA 品牌之道可以说是时尚服饰业界的一个另类，在传统的顶级服饰品牌和大众服饰中间独辟蹊径开创了精准时尚模式。随着精准时尚成为时尚服饰行业的一大主流业态，ZARA 品牌也倍受推崇。IIAbstract: ZARA interacts with global fashion cities to create a global fashion brand image, and " where goods come from and where they go" constitutes the development history of brand space, supporting the " global" brand image, while the " global" title still has strong attraction for Chinese local consumers yearning for globalization. With the development of economy, the clothing industry has undergone great changes compared with previous years. From the current market share of clothing, we can see that fast fashion consumption occupies most of the fashion market in our country, and fast fashion, as the hottest clothing industry at present, has been popularized worldwide. In China, the fast fashion industry is developing at a particularly fast speed. The fast fashion industry meets consumers' expectations for fashion clothing with its timely grasp of fashion elements, lower prices and rapid product updates. ZARA brand approach can be said to be an alternative in the fashion apparel industry, creating an accurate fashion model among traditional top-level apparel brands and popular apparel. As precision fashi...