초록

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Abstract ▼ AI-Helper

Global SPA(Specialty store retailer of Private label Apparel) fashion brands vertically integrate the value chain process of "design-manufacturing-retail", which makes so-called "fast fashion" possible. This case study analyzes global and Korean strategies of Uniqlo and Zara, top two global SPA bran...

Global SPA(Specialty store retailer of Private label Apparel) fashion brands vertically integrate the value chain process of "design-manufacturing-retail", which makes so-called "fast fashion" possible. This case study analyzes global and Korean strategies of Uniqlo and Zara, top two global SPA brands in the Korean market. Both of them chose joint ventures with Lotte Shopping as their entry modes into Korea. But their equity structures and partner relationships are different. Uniqlo, which originally was a retailer, chose backward integration into manufacturing while Zara"s vertical integration was forward, from manufacturing into retailing. Another difference is shown in their marketing strategies. Uniqlo carries large volume of a relatively limited variety of basic items with relatively low prices. Zara provides relatively small volume of a wide variety of trendy items with relatively high prices.

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