zara新品上市计划课件.ppt
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1、SITUATION ANALYSISThe Zara BrandIndustry AnalysisProduct DevelopmentConsumer AnalysisMarket AnalysisMarket&Consumer ResearchZara Brand WheelHigh-Street FashionFashionable clothesVaried assortmentTrendy colorsFeminine cutsFashionable product lines for moderate costsCustomer-centered businessRunway tr
2、ends adapted for the streetsFashion-oriented womanTrendy in every situationFeeling good about looking goodFashion-friendlyFeminine Hot and trendyBrand Brand EssenceEssenceThe Zara BrandIndustry AnalysisProduct DevelopmentConsumer AnalysisMarket AnalysisMarket&Consumer Research5 Keys of the Zara Busi
3、ness ModelCustomerLogisticsStoreTeamsDesign/ProductionThe Zara BrandIndustry AnalysisProduct DevelopmentConsumer AnalysisMarket AnalysisMarket&Consumer Research5 Keys of the Zara Business ModelCustomer“Main driving force behind the Zara brand.”Starting point for all Zara activitiesLead role in:Store
4、 designProductionLogisticsTeam CustomerThe Zara BrandIndustry AnalysisProduct DevelopmentConsumer AnalysisMarket AnalysisMarket&Consumer ResearchsThe Zara BrandIndustry AnalysisProduct DevelopmentConsumer AnalysisMarket AnalysisMarket&Consumer Research5 Keys of the Zara Business ModelStore“Meeting p
5、oint 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 coordin
6、ation of garmentsExcellent customer careStoreThe Zara BrandIndustry AnalysisProduct DevelopmentConsumer AnalysisMarket AnalysisMarket&Consumer Research5 Keys of the Zara Business ModelDesign&Production“Inspiration comes from the street,music,art but above all,the store.”Proximity of production facil
7、itiesImmediate reaction to trends.Continuous work for all teams.Managers teams customer demand forms,designs,fabrics,compliments1,186 suppliers,200 desginersDesign/ProductionThe Zara BrandIndustry AnalysisProduct DevelopmentConsumer AnalysisMarket AnalysisMarket&Consumer Research5 Keys of the Zara B
8、usiness 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 grow
9、th for next years.18%annual discount rates.LogisticsThe Zara BrandIndustry AnalysisProduct DevelopmentConsumer AnalysisMarket AnalysisMarket&Consumer ResearchThe Zara BrandIndustry AnalysisProduct DevelopmentConsumer AnalysisMarket AnalysisMarket&Consumer Research5 Keys of the Zara Business ModelTea
10、ms“Teams with vast sales knowledge geared to towards the customer.”89,112 professionalsCustomer oriented.Make the stores a pleasant environment.Apply corporate,social&environmental responsibility in day-to-day work.TeamsThe Zara BrandIndustry AnalysisProduct DevelopmentConsumer AnalysisMarket Analys
11、isMarket&Consumer ResearchZaras PerformanceZARASales 6,824 Million73 countries1,530 stores4 new countriesin 2019159 store openings in 2019Brand Value:$8,609 MThe Zara BrandIndustry AnalysisProduct DevelopmentConsumer AnalysisMarket AnalysisMarket&Consumer Research13The Industry High street fashion b
12、randIndustry trendsDemocratization of luxuryInclusivenessStreet trendsDesigner housesKey success factorsDifferentiation&individualismNew fashion consumerThe Zara BrandIndustry AnalysisProduct DevelopmentConsumer AnalysisMarket AnalysisMarket&Consumer ResearchCustomer Focused Product DevelopmentSatur
13、ated industryNeed to increase brand valueResponding to current industry trendsIdentifying the need for the product in the marketA full-shaped body is a beautiful bodyThe Zara BrandIndustry AnalysisProduct DevelopmentConsumer AnalysisMarket AnalysisMarket&Consumer ResearchCustomer Focused Product Dev
14、elopmentSaturated industryNeed to increase brand valueResponding to current industry trendsIdentifying the need for the product in the marketMarket entry barriersDesign challengesExisting customer reactions“Fat is not fashionable”ChallengesOpportunitiesThe Zara BrandIndustry AnalysisProduct Developm
15、entConsumer AnalysisMarket AnalysisMarket&Consumer ResearchConsumer Analysis Todays fashion consumer:More choice,more educated,more savvy&demanding“New breed of shoppers”Loyalty,variety,freshnessThe Zara BrandIndustry AnalysisProduct DevelopmentConsumer AnalysisMarket AnalysisMarket&Consumer Researc
16、hFashion Consumer Behavior AnalysisInterestInvolvementEmotionsBehaviorGives pleasure&enjoyment Means of self-expressionThe Zara BrandIndustry AnalysisProduct DevelopmentConsumer AnalysisMarket AnalysisMarket&Consumer ResearchFashion Consumer Behavior AnalysisInterestInvolvementHedonicsEmotionsBehavi
17、orPurchasing experienceFun,fantasy,social or emotional gratificationImpulse buyingThe Zara BrandIndustry AnalysisProduct DevelopmentConsumer AnalysisMarket AnalysisMarket&Consumer ResearchFashion Consumer Behavior AnalysisInterestInvolvementHedonicsEmotionsBehaviorImportance:Consumers attach meaning
18、 to their clothes Role of fashion in societyDrivers:Individual motives Projecting a desired self-imageLinked to personal values&needs:Express and communicate value Values guide consumer behavior Types of values:personal,economic,aestheticThe Zara BrandIndustry AnalysisProduct DevelopmentConsumer Ana
19、lysisMarket AnalysisMarket&Consumer ResearchFashion Consumer Behavior AnalysisInterestInvolvementHedonicsEmotionsBehaviorPositive vs.negative Shorter decision times More impulse buying A feeling of being unconstrained Desire to reward oneselfHow to generate positive emotions?Use the retail environme
20、nt to positively influence moods:suitable layouts colors effective sales personnel emotionally uplifting atmosphereImpulse buyingThe Zara BrandIndustry AnalysisProduct DevelopmentConsumer AnalysisMarket AnalysisMarket&Consumer ResearchFashion Consumer Behavior AnalysisInterestInvolvementHedonicsEmot
21、ionsBehaviorImpulse buying Fashion oriented:strongly oriented to fashion involvement:providing sensory or experiential cues of fashion products.Created by the symbolic interactions of the product&the consumer emotional experiences Need to understand impulse buying behavior for fashion products from
22、an experiential perspective=guidance in developing strategies The Zara BrandIndustry AnalysisProduct DevelopmentConsumer AnalysisMarket AnalysisMarket&Consumer ResearchPlus Size Consumer Analysis1 in 3 women are unhappy with the way clothes fit themconfidentunconfident 141281610186222024The Zara Bra
23、ndIndustry AnalysisProduct DevelopmentConsumer AnalysisMarket AnalysisMarket&Consumer ResearchPlus Size Consumer BehaviorSelf esteem:important motivation driver for consumption Consumers tend to assign their own meanings to clothes.Clothing:overt consumer behaviorThe Zara BrandIndustry AnalysisProdu
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