6 ZARA IT for Fast Fashion Introduction Business

資訊管理第十一章個案討論 6 ZARA IT for Fast Fashion Introduction 陳文賢教授 Business model Strategy

1 William Gates III 2 Warren Buffett 3 Lakshmi Mittal (Mittal Steel) 4 Carlos Slim Helu (Communication) 5 Prince Alwaleed Bin Talal Alsaud 6 Ingvar Kamprad (Ikea) 7 Paul Allen 8 Karl Albrecht (Retail) 9 Lawrence Ellison (Oracle) 10 S Robson Walton 11, 12 Jim Walton , John Walton 13, 14 Alice Walton , Helen Walton (85) 15 Kenneth Thomson & family (Media) Liliane Bettencourt (L’Oreal) 16 17 Bernard Arnault (LVMH) 18 Michael Dell 19 Sheldon Adelson (Casino) 20 Theo Albrecht (Retail) 21 Roman Abramovich (Oil) 22 Li Ka-shing 李嘉誠 23 Amancio Ortega (Inditex, Zara) 24 Steven Ballmer (Microsoft) 陳文賢教授 25 Silvio Berlusconi (Media) 資訊管理 49 74 54 65 48 78 52 85 60 61 57 56 81 82 56 40 71 83 38 76 69 49 68 46. 5 44. 0 25. 0 23. 8 23. 7 23. 0 21. 0 18. 5 18. 4 18. 3 18. 2 18. 0 17. 9 17. 2 17. 0 16. 0 15. 6 15. 5 13. 3 13. 0 12. 6 12. 1 12. 0 United States 第十一章 United States India Mexico Saudi Arabia Sweden United States Germany United States Canada France United States Germany Russia Hong Kong Spain United States Italy 個案討論 10 The World's Billiona ires 2005 版權所有

資訊管理第十一章個案討論 28 Zara in N. Y. Introduction Business model Strategy IT 陳文賢教授

資訊管理 Inditex Group - Zara 第十一章個案討論 29 • Inditex 有八個品牌 Zara, Pull and Bear, Massimo Dutti, Bershka, Stradivarius, Oysho, Zara Homey, Kiddy‘s Class- 在歐美亞非 60 國家 400多城市有 2643 家店. • Zara 佔 70%銷售額 • The Inditex Group is comprised of over one hundred companies associated with the business of textile design, manufacturing, distribution and Retail. • Thanks to its achievements and the uniqueness of its management model based on innovation and flexibility, Inditex is one of the largest fashion distribution groups. • Our fashion philosophy - creativity and quality design together with a rapid response to market demands - has resulted in fast international expansion and excellent response to our sales concepts. 陳文賢教授版權所有

資訊管理第十一章個案討論 69 時裝業品牌定位 Price LV ＋ Next Benetton Chanel Corteliel Gap Massimo

資訊管理時裝業品牌定位第十一章個案討論 70 Casual Bershka Gap Stradivarius Pull and Bear H&M Old

資訊管理第十一章個案討論 77 Marketing, Merchandising, and Advertising • 幾乎沒有廣告, Zara行銷支出非常低. 0. 3% Sales, 競爭者3~4% Sales • 多數支出在店面. • 不生產傳統服裝. – Short life spans • Buy on the spot – 75% merchandise changes over 3~4 weeks • Visit store often – new styles shown up all the time • Clothes are not highly durable – to be worn 10 times • 不在網路銷售. • DCs not for small orders and to consumers • Complicate to handle online Returns (low return rate in stores) • Zara顧客 17次/年 , 其他 4次/年 • Zara 85% full ticket price；其他 60~70% 陳文賢教授 Introduction Business model Strategy IT 版權所有

資訊管理 Ordering 第十一章個案討論 78 • 零售店每星期兩次向總部訂購. • Stores faced “hard” deadline for submitting these orders. • 總公司利用PDA傳送新式樣“the offer”服裝 • 零售店利用PDA傳送訂單. – “Offers” - <24 hrs by HQ bf. order deadline, new & replenishment available – “Orders” – twice a week by stores, new & replenishment request – All done by PDA Introduction Business model Strategy IT 陳文賢教授版權所有

資訊管理第十一章個案討論 79 Comparison of website (cont) Introduction Business model Strategy IT 陳文賢教授

資訊管理第十一章個案討論 81 Comparison of website (cont) Introduction Business model Strategy IT 陳文賢教授

資訊管理第十一章個案討論 82 Comparison of website (cont) • Zara, Benetton and Gap all use website to show his product by fascinating content • Zara designs different style of website according to season • Benetton and Gap show more categories of product • Only Gap uses website to sell his product Introduction Business model Strategy IT 陳文賢教授版權所有