Zara在台灣的消費者行為研究

Abstract

Zara是世界上最大的快速時尚零售商之一。從1975年第一家Zara開設於西班牙，至今Zara在世界上總共有1,763家分店。亞洲對Inditex來講是一個重要的擴展市場。Inditex集團（紡織品設計企業）是時裝控股公司，旗下擁有Zara和其他七個品牌。身為一個快速時尚開拓者，Zara以最快的速度及合理的價格來體現最新潮流時尚。Zara在2011年進駐台灣，從此這品牌非常成功。本研究是從文化的觀點分析探討台灣的Zara消費者行為。為了瞭解這個時尚與社會現象，我們檢驗關於時尚的理論與概念，以及Zara在國內市場和全世界產生的影響。除了文獻探討之外，我們也採訪在台灣的Zara消費者和店員，並在西班牙Zara進行實地研究調查。

Zara is one of the largest fast fashion retailers in the world. Since its first opening in 1975 in Spain, it has reached the total number of 1,763 stores around the world. Asia is a key expansion market for the Inditex Group (Textile Design Industry), which is the holding company of Zara and seven other chain stores. As a pioneer in fast fashion, Zara absorbs the trends and bring them to the stores in the shortest time possible at affordable prices. Zara arrived in Taiwan in 2011 and since then, the success is significant. The purpose of this study is to explore the perceptions and motivations behind the consumer behavior in Zara among Taiwanese consumers. In order to understand the fashion and social phenomenon, we examine the theories and concepts related to fashion, as well as the background of Zara in its home market and its impact worldwide, especially in Taiwan. Apart from the literature review, we will conduct interviews with Taiwanese customers of Zara and store assistants in Taiwan. As well, we will include observations from Zara in Spain. Unlike previous case studies of Zara, which have a business focus, we address the present study from a cultural perspective.