Chinese The Spa Apparel Business Strategy Research

Studies have shown that the retail model of SPA (Speciality store retailer of Private label Apparel) is the most effective means to connect production and sales, serve customer demands, save time and costs, grasp businesss opportunity and make profits. As a successful retail model in international clothing industry, SPA has made the GAP from United States, Muji , UNIQLO from Japan, H&M from Sweden, BENETTON from Italy, ZARA from Spain, and many other well-known brands to be successful. The SPA practice has proved that a good retail model is a most powerful means to increase brand competitiveness in the marketplace.SPA in China is still at its initial stage. So, studing the international advanced operation mode has an important significance for the healthy growth of local apparel industry. In this paper, a comprehensive theoretical interpretation of the meaning of SPA model is addressed, and the international renowned clothing SPA enterprises ZARA are taken as example. We give a detailed analysis from the operating mode of the brand strategy, marketing strategy, as well as areas such as supply chain strategy, and summarized the successful experience in this model. At the same time, based on the current status of the domestic apparel retail and the rule of development of garment industry, we give a specific analysis of the feasibility for implementing the SPA model in China, and point out the problem that we should focus on in the development China's apparel retail enterprises. When facing the challenges from international SPA competition, how to draw SPA innovation strategy into operational mode of the apparel business in China, to fill Gaps in the system of China' s apparel retail model, has become the key to learn from the practice of the SPA model and the further development for China' s clothing enterprises. SPA business model's success in China, will provide the possibility for the realization of end-to-end seamless connectivity between garment manufacturers and customers, will build an innovative business model for the apparelproduction and retail industry, will enable apparel producers and retailers in China to regain competitiveness.