the vogue field take"quick, malicious and quasi-"s as the quick vogues of main characteristic to quickly rise and arouse the vogue current of world.The quick vogue dress always follows the current of making track for the quarter, the new product arrives the speed of store strange quick, the showroom displays of the transformation frequency is also being two for a week.It is as exactly the same as the characteristics of the fast food age"beg soon".This text will to the ZARA and H& amp;M, GAP and UNIQLO four brands of competitive advantage carry on detailed analysis.
writer due to just going to ZARA company personal interview past to the brand's impression rather deep, it thought that the ZARA competitive advantage lies in "Vertical Integration" Chinese to call the mode of "lengthways merge" and arrived a design towards investigating from the market, and beat plank, creation kind dress, the batch quantity production, conveyance, retail of each link carries on integration.
under the mode, ZARA will take delivery of goods time to shorten to 2 weeks on the average, compare H& amp;the M is quick 5 days;(the common brand is 4~6 each months)Can produce 15~20 collections for a year.(the common brand only has 2 collections)
but in the cost, ZARA doesn't have advantage and mainly have both side reason:
1.Produce aspect:ZARA depends on numerous second hand workshop of the Ni of the pulling of headquarters place section Lu, the home factory house, a lot of products directly in the local production, just outside wrap gradually till the last few years.Compare under, H& amp;M already wrap production all and outside, therefore have price advantage.
2.Transport aspect:Depend an airplane, not majority of cargo vessel used in brandses.
can say, ZARA is the definition of "quick vogue", see several pieces as follows according to:
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