ZARA yakavambwa muSpain muna 1975. ZARA ikambani yechitatu yakakura kwazvo yekupfeka munyika uye yekutanga muSpain. Yakagadzira zvinopfuura zviuru zviviri zvezvitoro zvemacheni ezvipfeko munyika makumi masere nenomwe.
ZARA inodiwa nevanhu vefashoni pasi rese uye ine madhizaini akanakisa kubva kumhando dzevagadziri pamitengo yakaderera.
Brand History
Muna 1975, Amancio Ortega, mudzidzi webasa, akavhura chitoro chiduku chembatya chinonzi ZARA mune rimwe taundi riri kure kuchamhembe kwakadziva kumadokero kweSpain. Nhasi, ZARA, iyo yaizivikanwa zvishoma munguva yakapfuura, yakakura ikava inotungamira pasi rose fashoni brand.
Tarisa pakushanda kweZARA
1. Differentiated market positioning strategy
ZARA brand positioning inogona kubudirira kusiyanisa musika, chinhu chikuru ndechekuve pedyo nezvinodiwa nevatengi uye kunyatsobatanidza zviwanikwa zvedunhu. ZARA imhando yezvipfeko zvepasi rose zvefashoni ine "yepakati uye yakaderera mutengo asi yepakati uye yepamusoro mhando". Zvinotora vatengi vepakati nepamusoro seboka rayo guru revatengi, kuitira kuti zvipfeko zvemutengo wakaderera zvive sepamusoro-soro uye zvinotaridzika sezvipfeko zvinodhura, kuitira kuti zvigutse vatengi vasingadi kutevera mafashoni. Kuda kwepfungwa kushandisa mari yakawanda.
2. Global operation strategy
ZARA inoshandisa zviwanikwa zvakachipa zvekugadzira zveSpain nePortugal uye mukana wenzvimbo yekuve pedyo neEurope kudzikisira zvakanyanya mutengo wekugadzirwa kwechigadzirwa uye chekufambisa, kuvandudza hupenyu hwesherufu hwezvinhu, uye kubata fashoni panguva yeJIT, kuitira kuti igone kupa vatengi zvigadzirwa zvemhando yepamusoro uye zvisingadhuri. chikonzero chikuru.
3. Nzira itsva dzekutengesa
ZARA inotora "Made in Europe" senzira yayo huru yekutengesa, uye inobudirira kupinza muchinangwa chevatengi chekuti "Made in Europe" yakaenzana nemhando yepamusoro yefashoni. Yayo nzira yekushambadzira inotungamirwa nemusika kudiwa ndeimwe yemakiyi ekubudirira kupinda mumusika.
ZARA ine vanopfuura mazana mana ehunyanzvi vanogadzira, uye inotangisa zvinopfuura mazana mana ezviuru zvigadzirwa pagore, izvo zvinogona kunzi zvakapetwa kashanu izvo zveindasitiri imwe chete, uye vagadziri vanoenda kuMilan, Tokyo, New York, Paris nedzimwe nzvimbo dzemafashoni chero nguva kunoona mashow yemafashoni, kuitira kutora pfungwa dzekugadzira uye mafambiro achangoburwa, uye wozoteedzera uye kutevedzera kaviri fashoni zvinhu, nekaviri svondo fashoni. kutsiva kwakazara mavhiki matatu ega ega. Iyo yekuvandudza inogona kupedzwa synchronously mukati memavhiki maviri. Iyo yakanyanya kukwirira chigadzirwa kutsiva chiyero zvakare inomhanyisa mwero wekudzoka kwevatengi vanoshanyira chitoro, nekuti vatengi vakatogadzira mufananidzo wakakosha wekuti ZARA ine zvinhu zvitsva chero nguva.
Rega ndikuzivise fekitari yedu yembatya
Zvipfeko zveAJZ zvinogona kupa masevhisi emunhu akasarudzika emaT-shirts, Skiingwear, Purffer bhachi, Bhachi rePasi, bhachi reVarsity, tracksuit uye zvimwe zvigadzirwa. Isu tine yakasimba P&D dhipatimendi uye yekugadzira yekutevera system kuti tiwane yakanaka mhando uye pfupi yekutungamira nguva yekugadzirwa kwakawanda.
Nguva yekutumira: Aug-10-2022
