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Zara Fast Fashion Essay

1929 words - 8 pages

ÍNDICE

1. Zara – Fast Fashion 2
1.1. Modelo dos 7 S’s - 2001 3
1.1.1. Superordinate goals 3
1.1.2. Strategy 4
1.1.3. Structure 5
1.1.4. Style 6
1.1.5. System 6
1.1.6. Staff 7
1.1.7. Skills 7
1.2. Modelo das 5 forças de Porter 8
1.3. Análise SWOT 9

Conclusão 10

Bibliografia 11

Zara – Fast Fashion

A história da Zara está intimamente ligada ao seu fundador e actual “Chairman” do grupo Inditex: Amancio Ortega Gaona.

Depois de onze anos de sucesso como fabricante de roupas, Amancio Ortega decide em 1975 abrir a primeira Zara na cidade da Corunha. local onde ainda hoje se encontra a sede do Grupo. Posteriormente, e ...view middle of the document...

000 em lojas (Hong Kong).

Três anos depois, é criada a primeira loja online do grupo Inditex, associada à marca Zara Home, assim como são inaugurados dois novos centros de distribuição: Madrid e Leon. Estes acontecimentos vieram a ser seguidos, em 2008, pela chegada ao nº 4.000 em lojas, bem como a uma presença internacional em 73 países.

Hoje, e depois de no ano passado assinar uma parceria com o Grupo Tata, a Zara está presente na Índia. As marcas Berska, Stradivarius e Pull&Bear estão presentes na China e um novo centro de distribuição foi criado em Barcelona.

1 Modelo dos 7 S’s - 2001

1 Superordinate goals

“Our mission is always to give our customer value for money by giving them fashion and quality at the best price” (Jose Maria Castellano)

2 Strategy

|O quê? |Vestuário e acessórios “da moda” |
|A quem? |Todas as pessoas interessadas nas últimas tendências (Mulheres, Homens e crianças) |
|Como? |A preços acessíveis e com qualidade média, em sofisticadas lojas situadas nos locais mais privilegiados |

A Zara segue uma Estratégia de Diferenciação na medida em que, apresentando as ultimas tendências da moda a preços acessíveis, visa acrescentar valor à sua oferta através da constante renovação do seu portefólio de produtos, fornecidos em pequenos lotes, disponíveis apenas por períodos de tempo reduzidos – a Zara induz no cliente a noção de escassez e oportunidade, fazendo com que este perceba que, se vê algo de que gosta, tem de o comprar pois no dia seguinte poderá já não estar disponível.

A opção estratégica da Zara passa por seguir a moda (ao invés de criar a moda), e por projectar a sua imagem através de lojas visualmente atractivas e sofisticadas (exterior e interiormente), frequentemente renovadas.

Para tal, a concepção dos seus produtos pelas equipas de design é realizada em contínuo, auscultando o mercado com base em análise de informação detalhada recolhida das ruas, das lojas e das vendas; e a sua produção é feita em pequenas quantidades, maioritariamente durante a própria estação, permitindo assim uma rápida adaptação ao mercado e uma menor dependência das épocas de saldos.

Os preços acessíveis para os clientes, são conseguidos através de custos baixos (da não-colocação de excessiva qualidade nos seus produtos, da integração vertical de toda a cadeia de abastecimento, e dos seus eficientes sistemas de produção e distribuição, assentes no avançado e exclusivo sistema de gestão integrada da informação).

No sentido de continuar o seu crescimento, com a consolidação do mercado espanhol, a Zara adopta uma estratégia de diversificação geográfica, expandindo-se rapidamente um pouco por todo o mundo.

Diversificação Geográfica

Na internacionalização, a Zara opta por se expandir...

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