A Study On Optimization Strategy Of SPA Model For Fast Fashion Apparel Company

With the economic slowdown and the changes on consumers' concepts and habits of apparel consumption,the traditional apparel companies presents poor performance;while the foreign fast fashion counterparts still maintain a good growth momentum,sales increasingly rising,and sales channels and stores expanded in the third and fourth-tier cities.Fast fashion,as one of the major trends in China's apparel market,win the hearts of consumers all over the world with its affordable price and the characteristics in line with consumer fashion demand.SPA,as a self-owned brand retail business model,has become the major business model adopted by ZARA,Uniqlo and other leading global fast fashion enterprises.At present,SPA mode is still at its initial stage.It is of great significance to discuss and analyze the advanced management mode for the development of domestic apparel enterprises and even the whole industry in China.This paper defines the concepts of fast fashion and SPA model,explains the relevant theories,and analyzes the current development situation of apparel industry in China and the problems of the management mode in local apparel enterprises.Secondly,taking three successful fast fashion enterprises such as ZARA,Uniqlo and H&M as an example,this paper analyzes the market positioning and the main strategies used in the operation of the three successful fast fashion enterprises,and compares the difference between foreign fast fashion enterprises and Chinese traditional fashion enterprises to sums up the enlightenment of foreign successful enterprises to the domestic enterprises.Finally,the application of SPA model in the H Company is selected to carry out the analysis of the marketing strategy and its problems.The SPA model development strategies that are aimed at the company are proposed in different aspects of merchandising planning,management of information sharing system,supplier management,enterprise organizational structure and sales channels and others.The paper takes the localization of the SPA model in the H Company as the innovative points and analyses the problems arouse in the application process.