Abstract

The Chinese clothing industry has achieved a great success with the rapid advancement of economy. For China, a developing country, the industry makes a guarantee for employment and economic growth. In the twenty-first century, the present situation requires the entrepreneurs to attach more importance to the innovations or operations rather than the simple traditional manufacturing. With the increase of income and the enhancement of qualified lifestyle, the demands for clothing aren't merely warmth. The one people need is fashion, good-brand, and high-quality. Because domestic textile clothing industry lacks brand advantage and high added value, what most companies do is to produce foreign’s apparel rather than export clothes with domestic brands.
In this paper, The author uses Zara as a typical case to make an in-depth study. Researching the fast fashion brand Zara comprehensively can make proposal for domestic clothing enterprises more effectively. Through illustrating the key points contributing to the success of Zara, the author submits a most essential opinion: fast response to information is the core competition in present surrounding. The propose of researching Zara includes two aspects. Firstly, to make a complete analysis of the success of Zara by demonstrating the differences. Secondly, to give a good example for our domestic firms to improve their competition.

Key Words： fast fashion Zara    success   reflection  

摘  要

伴随着中国经济的快速发展，中国服装业也取得了巨大成功。对于发展中国家的中国，服装业的发展为就业和经济增长提供保障。进入21世纪，在日益激烈的竞争中，当前环境要求服装企业家更多地关注创新和运营而非传统简单的生产衣服。随着人们收入的增加，生活质量的提高，对衣服的需求也不仅仅是保暖，而是时尚，好品牌，高质量。由于我国纺织企业缺乏品牌优势，高的产品附加值，大部分企业为国外品牌生产，而非自己的品牌。
本篇论文作者选用Zara作为典型案例进行深入分析。对Zara做全面分析能够更有效地对国内服装企业提出建议。通过分析Zara成功的关键原因，作者提出了一条最本质的观点：对信息的快速反应是该产业的核心竞争力。对Zara研究有两方面原因：第一，分析Zara的不同点，全面的了解Zara品牌。第二，为国内企业提供榜样，提高他们的竞争力。

关键词： 快时尚Zara   成功   启示