快速流行(Fast Fashion)一詞近年來成為國際上各大報章雜誌的報導對象，也是商學院課堂討論的熱門教材。這一個名詞之所以受到如此熱烈的討論，是因為西班牙成衣品牌Zara的崛起。Zara為西班牙Inditex集團的服飾品牌，占集團營收約七到八成。集團創始人Amanicio Ortega現在已成為西班牙的首富，也名列世界富翁之列。整個集團已在全球63國開店，全部的店家數為3207家。
Zara的經營理念就是要讓精英流行(elite fashion)的設計大眾化、縮短流行服飾的生命週期，使之成為一種穿過十次左右即可拋棄的產品。業界與學術界多將這樣的理念形容為「快速流行」。
本研究作者希冀深入了解快速流行的定義，以及Zara的經營模式與定位策略。由Zara的成功，探討流行服飾業者實踐「快速流行」定位所需具備的資源與核心能力，以及快速流行是否可以是流行服飾業者的競爭優勢。

The term “Fast Fashion” has been under the spotlight since the Zara Empire emerged. Zara is one of the clothing retailers under a Spanish textile design, manufacturing and distribution group, the Inditex Group. Zara accounts for 70 to 80 percent of Inditex’s retail sales on average. The founder, Amancio Ortega, has become the richest man in Spain and also one of the world’s richest people. Inditex has 3207 stores located in 63 countries all over the world up to the fiscal year 2005.
Zara has made elite fashion accessible to the mass market and has decreased the lifetime of clothing by providing customers new clothes to pick out every five to six weeks. In other words, Zara has made trendy clothing become disposable stuff. Studies and the garment industry call this phenomenon-- “Fast Fashion”.
This study aims at clearly defining “Fast Fashion”, and analyzing Zara’s positioning strategy and business model. By analyzing Zara’s unusual structure, this study comes to a conclusion that clothing retailers would need some resources and core capabilities to implement fast fashion positioning strategy. However, fast fashion positioning strategy is not necessarily a competitive advantage for every clothing retailer.

目錄 1
表目錄 2
圖目錄 3
第一章 緒論 5
第一節 研究動機 5
第二節 研究問題與目的 7
第三節 研究流程與方法 8
第二章 文獻探討 10
第一節 競爭優勢與核心能力 10
第二節 資源基礎觀點 12
第三節 有關資源基礎理論的評論 26
第三章 產業描述 27
第一節 流行服飾零售業定義、分類與特色 27
第二節 服飾零售業供應鏈 31
第三節 國際紡織產銷現況與預估 35
第四節 流行服飾業消費者類型與行為 42
第四章 個案分析 56
第一節 背景介紹 57
第二節 策略定位與經營模式 74
第三節 核心能力與競爭優勢 95
第五章 結論與建議 98
第一節 研究結論 98
第二節 研究建議 101
參考文獻 103
附錄 107

表目錄
表 3-1 市場區隔基礎………………………………………………………...........52
表 4-1 Inditex旗下品牌…………………………………………………………...58
表 4-2 Inditex SWOT分析…………………………………………………..........63
表 4-3 Zara近年來在各國的店家數目…………………………………...………66
表 4-4 zara歷年店數….………………………………………………………......69
表 4 5 產品線………………………………………………………………….…..74
表 4-6 訂價策略……………………………………………………………….…..88
表 4-7 Zara的定位：快速流行……………………………………………….........92
表 5-1 與競爭者主要差異……………………………………………………...99

圖目錄
圖 1 1 研究流程…………………………….………………………………………8
圖 2-1 資源基礎的內涵…………………………………………………….……..15
圖 2-2 資源組合…………………………………………………………….……..17
圖 2-3 持續性競爭優勢…………………………………………………………...20
圖 2-4 策略性資源的特性………………………………………………………...22
圖 2-5 資源成為競爭優勢的條件…………………………………………….......23
圖 3-1 紡織業結構………………………………………………………………...32
圖 3-2 2005年全球成衣零售業的市場價值(一) ………………………………..39
圖 3-3 2005年全球成衣零售業的市場價值(二) ………………………………..39
圖 3-4 預期2004年至2009年全球成衣零售業的市場價值(一)………………..40
圖 3-5 預期2004年至2009年全球成衣零售業的市場價值(二)………………..40
圖 3-6 全球女性成衣市場………………………………………………………...41
圖 3-7 需求層級…………………………………………………………………...42
圖 3-8 購買決策過程與滿意度………………………………………………...…49
圖 3-9 消費者群組：依追隨流行程度分類……………………………………….55
圖 4-1 個案分析架構 …………………………………………………………….56
圖 4-2 歷年淨銷售額、稅前盈餘、淨利…………………………………………...61
圖 4-3 國際銷售比率……………………………………………………………...61
圖 4-4 國際銷售比率成長幅度……………………………………………...……62
圖 4-5 歷年集團地理區域銷售比例……………………………………….……..63
圖 4-6 自營與資店家數…………………………………………………………...69
圖 4-7 Zara營業表現………………………………………………………….....70
圖 4-8 Zara淨銷售占集團比例……………………………………………….....71
圖 4-9 Zara EBIT占集團比例………………………………………………….71
圖 4-10 在一個月內賣兩百件同一個SKU的產品的毛利………………………76
圖 4-11 在一個月內賣兩百件由四個不同SKU組合所得毛利率………………76
圖 4-12 Zara存貨週轉天數……………………………………………………….77
圖 4-13 產品組合與毛利率關係……………………………………………….....78
圖 4-14 Zara毛利率……………………………………………………………….79
圖 4-15 前置時間……………………………………………………………….....80
圖 4-16 管銷費用比比較……………………………………………………….....81
圖 4-17 自營店與合資店比例………………………………………………….....83
圖 4-18 越庫作業………………………………………………………………….85
圖 4-19 價格標籤…………………………………………………………………..87
圖 4-20 目標顧客群……………………………………………………………….89
圖 4-21 市場區隔-價格與流行度…………………………………………....…...90
圖 4-22 市場區隔-年齡與穿著場合……………………………….……….…….90
圖 4-23 重點價值活動…………………………………………………………….91
圖 4-24 Zara的定位：模仿者……………………...………………………………93
圖 4-25 個案策略活動圖………………………………………………………….96

中文部份
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王娟娟、王憶湘等人，2000，服飾店經營管理實務，經濟部商業司。
王香完、李福斯等人，2005，服飾品牌管理實務，經濟部工業局。
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謝麗雪，2004，針織業供應鏈關鍵因素分析，經濟部技術處。

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