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NTIS 바로가기한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, v.38 no.2, 2014년, pp.175 - 190
김지형 (숙명여자대학교 의류학과) , 이승희 (숙명여자대학교 의류학과)
This study analyzes the business strategy of fast fashion through Zara, a successful fashion brand from Inditex Spain. An in-depth case approach is adopted based on extensive secondary research that includes literature and press releases published in Korean as well as English. The findings of this r...
핵심어 | 질문 | 논문에서 추출한 답변 |
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Hines(2007)는 패스트 패션를 무엇이라 정의하였는가? | Hines(2007)는 ‘패스트 패션’이 1990년대 중반 의류 리테일러들, 공급 업체들 그리고 논평가들에 의해 공통 적으로 사용하기 시작한 용어로 ‘리테일 고객 수를 만들 어내는 마케팅 도구’라 정의하였다. Fernie and McKinnon(2003)은 패스트 패션이 상품 구성에 있어서 새로이 출현하는 트렌드를 빠르고 효과적으로 반영하기 위해 채택한 일종의 사업 전략이라 하였으며, Bruce and Daly (2006)는 패스트 패션이 가능한한 최소의 시간 안에 매장에 옷을 보충하는 것을 목표로 하기 때문에 시즌 수가 증가되고 공급 업자로부터의 빠른 운송 시간이 주요 고려 대상이 된다 하였다. | |
Bruce and Daly (2006)에 의하면, 패스트 패션이 시즌 수가 증가되고 공급 업자로부터의 빠른 운송 시간이 주요 고려 대상이 된다고 한 이유는 무엇인가? | Hines(2007)는 ‘패스트 패션’이 1990년대 중반 의류 리테일러들, 공급 업체들 그리고 논평가들에 의해 공통 적으로 사용하기 시작한 용어로 ‘리테일 고객 수를 만들 어내는 마케팅 도구’라 정의하였다. Fernie and McKinnon(2003)은 패스트 패션이 상품 구성에 있어서 새로이 출현하는 트렌드를 빠르고 효과적으로 반영하기 위해 채택한 일종의 사업 전략이라 하였으며, Bruce and Daly (2006)는 패스트 패션이 가능한한 최소의 시간 안에 매장에 옷을 보충하는 것을 목표로 하기 때문에 시즌 수가 증가되고 공급 업자로부터의 빠른 운송 시간이 주요 고려 대상이 된다 하였다. Birtwistle and Moore(2007)는 패스트 패션 업자들이 10번 미만으로 입혀지는 옷들을 경쟁력 있는 가격에 판매하고 끊임없이 신상품을 공급 함으로서 소비자들의 관심과 소비를 창출한다 하였고, Cheng et al. | |
SPA와 패스트 패션의 차이점은 무엇인가? | SPA와 패스트 패션의 많은 유사점에도 불구하고, 이 둘을 완전하게 동일한 개념으로 보기에는 다소 무리가 있다(Barnes & Lea-Greenwood, 2006). SPA는 자사 브랜드 컨셉을 기획, 통제, 강화시키는 것을 핵심 목적으로 제조사 상표 브랜드와 소매 업태의 범주(Chun & Noh, 2007)에서 논의되는 반면, 패스트 패션은 신속한 판매를 통해 리테일 고객 수, 즉 수요 창출을 핵심 목적으로 한다. 전자가 QR과 SCM에 긴밀한 관련성을 띄고 공급자 측면에서 제기된 논리임에 반해, 후자는 보다 발전된 복잡하고 새로운 형태로 소비자 측면에서 시장의 요구에 반응하는 방식(Deschamps, 2012; Kim, 2007; Mazaira et al., 2003)이다. 따라서, 패스트 패션은 이제 소매 업태의 범주를 넘어서서 오뜨쿠튀르나 프레타포르테/레디투웨어와 함께 하나의 독자적인 산업 형태로 규정되고 있다 (Dunford, 2006; Reinach, 2005). |
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