析SPA型服装品牌零售模式——以ZARA为例  

Discussion on SPA Type of Slopwork Marketing Pattern Based on Quick Respond System

作　　者：胡敏敏[1] 

机构地区：[1]浙江理工大学服装学院,杭州310018

出　　处：《浙江理工大学学报（自然科学版）》2007年第4期404-410,共7页Journal of Zhejiang Sci-Tech University(Natural Sciences)

基　　金：国家社会科学基金资助项目(04BJY065);杭州科技发展计划项目(20061234M03)

摘　　要：SPA型是使国际知名的服装品牌获得成功的品牌零售模式。SPA型品牌通过店铺以及顾客需求来进行品牌商品企划,包括外在战略与内在机制。西班牙的品牌ZARA体现在生产与营销的体系中各部门间相互协调合作。ZARA对我国服装的启发不仅在于通过店铺服务顾客的营销理念,更重要的是通过柔软的定位、流行零件的组合等运作过程中把握生活样式需求从而在日趋激烈的市场竞争中立稳脚跟,拓展品牌价值空间和提升国际竞争力。A SPA type of slopwork marketing pattern has made some well-known international brands a great success. SPA built up a merchandising by a sense of shop and client. Including external strategy and internal mechanism. ZARA＇s quick responding system reflects coordinated cooperation by production and marketing. Our clothing industry should take ZARA as a reference not only for its sense of shop service marketing, but also for by soft position, diverse mixture of different fashion elements and good mastering by needs of lifestyle. So it can make brands a great success for market competition, raise brand value added and enhance the international competition edge.

关 键 词：SPA 商品企划 快速反应 MD 

分 类 号：F713.3[经济管理—产业经济]