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ZARA案例分析.doc

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ThecaseofZARA TheInditexisthenumberoneonthelistofretailgroupinSpanish,andisrankingthirdglobally,aswell.Itincludes9brandsZARA、PullandBear、MassimoDutti、Bershka、Straparius、Oyshoandsoon.Amongallbrands,ZARAistheflagshipoftheSpanishretailgroup.Itwasfoundintheyearof1975whichownsover900branchesin62countriesatpresent.Intheyear2004,itsincomeintheworldwas€46billion,anditsprofitwas€4.4billion.What’smore,itsprofitabilitywas9.7%whichwashigherthanthatofthelargestclothingchainintheUS.ItwasconsideredtobeofthemoststudyvalueinEurope.WhatmakeZARAsotasty?Well,forastart,itseemedtoshowhigherprofitmarginsthancomparableretailers,andsecondly,thetrendseemedsustainable.Goodbetformoreinvestors. Intheyear2003,ZARAwastheonlyfashioncompanywhichwasabletodistributereadyclothesto507chainstoresin33countriesallovertheworldwithin15days.Themainreasonwhyitwasabletodosowasthatthecompanytookextraordinarymanagementmethodandhadaspecialsystemofproductiondesign,ordermanagement,production,distributionandsales. Thewholesupplychainmanagementmode ZARAsucceededinthestrategyofprovidingclientswithAffordableFastFashion.ResearchingtheoperationmodelofZARA,wefoundthatitbenefitedfromitsexcellentmodeofthewholesupplychainmanagementandthequickreactionofsupplychain,whichwassupportedbytheapplicationofITsystem.ZARAadoptedthebandmanagementmodeofSpeediness,SmallAmountandMulti-style.Itintroducednewproductsbydevelopingnewstylesingroupwhileensuringtokeeppaceoffashionintheworld,andlaunchedonlyseveralproductsofeverydesigninfranchisehouses.ZARAachievedthegoalofquickdesign,rapidmanufacture,fleetsellingandfrequentupdateviacontrivedstockout.Itsfranchisehousesupdatedtwiceaweek. Trinitariandesignandordermanagement ZARA’sallproductsweredesignedbyitself.ATrinitarianbusinessgroupof300staffswasfoundinitsheadofficewhichconsistedwithdesigner,professionalinmarketanalysisandpurchasingstaffs.40,000newproductsweredesignedeveryyearviatheircooperation.ZARAchose10,000ofthemtolaunchtothemarket.Unliketheircompetitors,thegroupnotonlydesignedfashionduring