zara时装店店铺摆设技巧.pptx

New Collection Launch | Marketing Plan22.10.20091Situation analysisZara Brand WheelFashionable clothesVaried assortmentTrendy colorsFeminine cutsFashionable product lines for moderate costsCustomer-centered businessRunway trends adapted for the streetsFashion-oriented womanTrendy in every situationFeeling good about looking goodFashion - friendlyFeminine Hot and trendyAttributesBenefitsValuesPersonalityBrand EssenceHigh-Street Fashion5 Keys of the Zara Business ModelStoreTeamsCustomerLogisticsDesign/Production5 Keys of the Zara Business ModelCustomer“Main driving force behind the Zara brand.”Starting point for all Zara activitiesLead role in:Store designProductionLogisticsTeam Customers5 Keys of the Zara Business ModelStoreStore“Meeting point between the customer and the Zara fashion offer.”1,520 stores collect information regarding customer demands.New products introduced twice a week.Top locations – 17 visits / year / customerMeticulously designed shop windowsMaximum attention to interior exterior architechtual designAppropriate coordination of garmentsExcellent customer care5 Keys of the Zara Business ModelDesign Production“Inspiration comes from the street, music, art … but above all, the store.”Proximity of production facilitiesImmediate reaction to trends.Continuous work for all teams.Managers – teams – customer demand – forms, designs, fabrics, compliments1,186 suppliers, 200 desginersDesign/ Production5 Keys of the Zara Business ModelLogistics“Highly frequent and constant distribution permitting the offer to be constantly renewed.”697 million garments distributed5,000 employees at logistics centersDesigned with maximum flexibility.Customer oriented.24h – receiving order to store delivery (Europe)Designed to absorb growth for next years.18% annual discount rates.Logistics5 Keys of the Zara Business ModelTeams“Teams with vast sales knowledge geared to towards the customer.”89,112 professionalsCustomer oriented.Make the stores a pleasant environment.Apply c