ร้านค้าปลีกที่จะยอมรับว่าการออกแบบย้ายจากแคทวอล์ที่จะ
เก็บไว้ในเวลาที่เร็วที่สุดที่จะจับแนวโน้มในตลาด.
ผลิตภัณฑ์เครื่องแต่งกายที่ได้รับการออกแบบและผลิตได้อย่างรวดเร็ว
และราคาถูกเพื่อให้ผู้บริโภคหลักที่จะใช้
ประโยชน์จากรูปแบบเสื้อผ้าในปัจจุบันในราคาที่ต่ำ.
ตั้งแต่ วัตถุประสงค์หลักของแฟชั่นอย่างรวดเร็วเป็นไปอย่างรวดเร็ว
The philosophy of quick manufacturing at an affordable
price is applied to large global retailers such as Zara, Hennes
& Mauritz(H&M), Gap, UNIQLO and Topshop. Zara is a
specialist fashion chain and an important example of a fast
fashion retailer, with rapid stock turnaround and vertical
integration. It belongs to Inditex, one of the largest
distribution groups in the world, which operated 1558 stores
in 45 countries out of which nearly 550 were Zara stores.
46% of the group‘s sales were from Spain with France as the
largest international market. Zara generated 73.3% of the
group‘s sales and 60% of the Zara sales were from its
products for women.
Their success is no incident. The above typical fast fashion
brands gain their success mainly in the following aspects:
A. Strong supply chain management
Gap is an America's giant casual-fashion chain. Zara
mimics Gap's merchandising strategy of offering
differentiated stylish-yet-affordable basic apparel to the
masses. Fashion is highly perishable, quickly influenced by
the latest thing seen on the catwalk or on the back of a
celebrity. Retailers have tried to shorten the ordering cycle
and minimize their inventory, so that manufacturers end up
carrying more of the risk of managing stock. Many are trying
to replace the standard four annual ―seasonal‖ orders with as
many as 16 orders a year [2]. Five years ago only Zara
followed such a strategy. Zara's designers follow fashion