This report is a comprehensive plan to open a zara clothing in suzhou, china

This report is a comprehensive plan to open a Zara clothing in Suzhou, China

Introduction to Zara
Zara was founded by Amancio Ortega in 1963. The business began as a small outfit producinglingerie items. The first Zara retail store opened in 1975, and was known for selling low-priced imitations of more up market fashion trends. Today Zara accounts for approximately 80% of the total salesof its parent company, Inditex Group. (Brand Watch Zara, 2004, p.2). There are 4 main processes within Zara’s value creation: designing, sourcing and manufacturing, distributing, and retailing.Zara has several competitive strengths, such as a quick inventory response time. Most apparel retailers receive weekly shipments of new inventory； however Zara stores receive shipments biweekly. (BrandWatch Zara, 2004, p.4) Zara is also able to respond to emerging fashion trends very rapidly and as a result in some respects Zara is a leader in the fashion industry. Many believe that if you wantto know today’s fashion trends, just go look at the window displays of a Zara store.
The window displays at Zara stores are another aspect of the business that makes it unique. Zara spends almostnothing on conventional advertising, as all of its marketing is found in its stores. Zara designers create prominent window displays that are visual attracting to consumers. The company carefullyselects sites for new stores so that the window displays are positioned in the most visible location possible. (Zara Reconstruye el Imperio Español, 2003). Another factor that has contributed to thesuccess of Zara is a large amount of word-of-mouth advertising between existing and potential customers. Zara stores feature a wide variety of different clothing items and styles, but usually have alimited quantity of each item. When shopping in a Zara store consumers develop a sense of

urgency, as a product they like in the store right now might not be there next time they visit. As a...