热带地理 ›› 2016, Vol. 36 ›› Issue (2): 174-180.doi: 10.13284/j.cnki.rddl.002817

• 论文 • 上一篇    下一篇

ZARA跨国品牌升级 ——空间发展史视角

刘 博1,2,朱 竑2   

  1. (1.广东金融学院 工商管理系,广州 510521;2.华南师范大学 文化地理与文化产业研究中心,广州 510631)
  • 出版日期:2016-03-31 发布日期:2016-03-31
  • 通讯作者: 朱竑(1968―),男,甘肃临夏人,教授,博士生导师,主要从事文化产业与文化地理研究,(E-mail)zhuh@scnu.edu.cn。
  • 作者简介:刘博(1979―),女,河北石家庄人,副教授,博士,主要从事时尚品牌地理研究,(E-mail)114659591@qq.com
  • 基金资助:
    国家自然科学基金项目(41171125、41301140、41571129)

Transnational Upgrading of ZARA: Perspective of Spatial-Temporal History

LIU Bo1,2,ZHU Hong2   

  1. (1.Department of Business Management,Guangdong University of Finance,Guangzhou 510521,China;2.Center for Cultural Industry and Cultural Geography,South China Normal University,Guangzhou 510631,China)
  • Online:2016-03-31 Published:2016-03-31

摘要: 全球化使品牌与地方之间的联系日益密切。西方国家的快时尚品牌实行全球同价、全球同款和标准化的经营模式,被认为具有消极的品牌形象,然而却在异源文化背景的中国实现品牌升级。以ZARA为例,从时间和空间2个维度出发,描述其品牌空间发展史,分析品牌源地、空间发展、店铺选址等参与快时尚品牌的文化生产过程。结论如下:1)快时尚品牌与全球时尚城市建立积极联系,将全球时尚城市想象写入品牌发展史中,品牌空间发展史比品牌源地对品牌形象的影响更大;2)ZARA与全球时尚城市互动成功塑造全球时尚品牌形象,“全球”品牌头衔对于中国本土向往全球化的消费者来说具有很强的吸引力,对于其跨国升级有积极影响;3)ZARA在中国大陆的品牌空间发展依然延续“下沉式”模式,利用上海、北京、深圳、广州等地在全国时尚产业中的引领地位影响二级城市消费者的品牌选择,实现其跨国品牌升级;4)专卖店选址于高端消费街区,在跨国过程中重新定位于中高端消费群体,使得ZARA实现跨国品牌升级。

关键词: 快时尚, 地方, 跨国, 品牌升级, 空间发展史

Abstract: Under the context of globalization, brands are more increasingly close to places. The fast fashion brands from western developed countries adopt management model with unified prices, the same styles and similar style shops all over the world and their brand images are usually considered with negative significance, but they actually upgrade with higher prices in developing countries including China than in western developed countries. In the case of ZARA, the study describes spatial history of ZARA and analyses how place origin, history of social and space and store location play a role in the transnational upgrading of fast fashion brands. The study finds that interaction of fashion brands and fashion places is crucial to transnational upgrading. Several conclusions are as follows: First, the interaction of fashion brands and fashion place continues to write a new fashion brand memory into the brand and therefore weakens the effect of brand origin stereotype and meanwhile enhance its fashion image on the global scale. Therefore, history of social and space of ZARA has more influence on the brand image than place origin. Second, ZARA interacts with the global fashion city such as Paris, New York, London and so on to shape global and fashion image, and the title of “global brand” appeals to Chinese native consumers. Third, ZARA penetrates from big cities to the smaller cities so as to establish better fashion image and achieve transnational upgrading. Fourth, the stores locate in the high-end consumer blocks and reposition in the high-end consumer groups to achieve fast fashion brand upgrading. The study provides the place and transnational perspective of cultural geography for understanding transnational upgrading of fast fashion brands. It also improves our understanding of how Chinese consumers response to the global fashion culture.

Key words: fast fashion, place, transnational, brand upgrading, spatial-temporal history