零售制造商:快时尚品牌的模块化组织

SPA:Modular Organization of Fast Fashion Brand

中文关键词:  零售制造商  快时尚品牌  模块化组织

英文关键词:SPA (Speciality Store Retailer of Private Label Apparel)  fast fashion brand  modular organization

中文摘要:

      年以来,李宁等国内运动品牌和休闲、男装品牌频频关店,而UNIQLO等四大国际快时尚品牌却快速发展,不断新增中国门店。文章基于模块化理论,分析了快时尚品牌的模块化组织模式和运作机制,以期对国内服装品牌走出低谷有所启迪。作为零售制造商,快时尚品牌自营店铺捕捉需求变化,运用模块化设计快速微创新,制定产品质量标准约束模块供应商,敏捷制造,并充分发挥总部职能,提供店铺开发、面料采购等生产性服务,从而实现高质量的时尚产品低价、快速面市。

英文摘要:

      Since 2012, many retail shops of domestic sports, leisure and men-wear brands, such as LI-NING, have been shutting down, whereas four major international fast fashion brands such as UNIQLO have developed rapidly, increasingly opening new stores in China. Based on the theory of modularization, this paper analyzes fast fashion brands in terms of Modular organization model and operation mechanism aiming to give some enlightenment to domestic clothes brands for their bottoming out. As SPA, the factory stores of fast fashion brands need to cope with the changes of demand, approaching micro-innovation using modular design, manufacturing smartly by establishing standard of product quality to constrain module suppliers, fully playing headquarter functions including stores development and material purchasing, which makes high-quality fashion products sell at a relatively low price and launch into the market as soon as possible. 