ZARA in Korea: The Myth of Success
| Autor: | Minjung Kim, Nguyen Van Thanh Truong, Joseph Ha |
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| Rok vydání: | 2015 |
| Předmět: | |
| Zdroj: | Journal of Marketing Thought. :64-71 |
| ISSN: | 2289-0750 2288-9159 |
| DOI: | 10.15577/jmt.2015.01.04.64 |
| Popis: | This research takes a closer look at the distribution structure and systems of ZARA, assess the strengths and weaknesses of its distribution channels, and propose countermeasures to overcome such weaknesses. ZARA successfully expanded its stores around the world due to the fact that it located ongoing social trends and quickly responded to such changes. Interactive communication between store managers and the creative team at headquarters is the secret behind ZARA’s success. ZARA embraces all the strengths that Fast Fashion holds. Upon visiting ZARA stores, customers can find a large variety of trendy items. As such, customers are able to feel new every time they visit the store. This is mainly due to the fact that ZARA responds quickly to customer reactions by directly checking on stores. Store managers continuously check customer responses through hand-held devices that holds product information. However, some customers complain that they have had an experience where they revisited to purchase a product they had seen previously but were disappointed to hear from the staff that the product was not available anymore. This research suggests the use of online channel to control leftover inventory, and entering department stores for the benefits of enjoying luxury image of department store. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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