英语翻译RetaiIingZara aimed to offer fresh assortments of design

英语翻译
RetaiIing
Zara aimed to offer fresh assortments of designer-style garments and accessories--shoes,bags,scarves,jewelry and,more recently,toiletries and cosmetics--for relatively low prices in sophisticated stores in prime locations in order to draw masses of fashion-conscious repeat customers.Despite its tapered integration into manufacturing,Zara placed more emphasis on using backward vertical integration to be a very quick fashion follower than to achieve manufacturing efficiencies by building up significant forward order books for the upstream operations.Production runs were limited and inventories strictly controlled even if that meant leaving demand unsatisfied.Both Zara's merchandising and store operations helped to reinforce these upstream policies.
Merchandising Zara's product merchandising poIicies emphasized broad,rapidly changing product lines,relatively high fashion content,and reasonable but not excessive physical quality:“clothes to be worn 10 times,” some said.Product lines were segmented into women’s,men’s,and children’s,with further segmentation 0f the women’s line,considered the strongest,into three sets of offerings that varied in terms of their prices,fashion content,and age targets.Prices,which were determined centrally,were supposed to be lower than competitors’ for comparable products in Zara’s major markets,but percentage margins were expected to hold up not only because of the direct efficiencies associated with a shortened,vertically integrated supply chain but also because of significant reductions in advertising and markdown requirements.
Zara spent only 0.3％of its revenue on media advertising,compared with 3％-4% for most
specialty retailers Its advertising was generally limited to the start of the sales period at the end of the season,and the little that was undertaken did not create too strong a presence for the Zara brand or too specific an image of the “Zara Woman” or the “Zara Girl“(unlike the “Mango Girl” of Spanish competitor Mango).These choices reflected concerns about overexposure and lock-in as well as limits on spending.Nor did Zara exhibit its merchandise at the ready-to-wear fashion shows：its new items were first displayed in its stores.The Zara name had nevertheless developed considerable drawing power in its major markets.Thus by the mid-1990s,it had already become one of the three clothing brands of which customers were most aware in its home market of Spain,with particular strengths among women between ages of 18 and 34 from households with middle to middle-high income.
Zara’s drawing power reflected the freshness of its offerings,the creation of a sense of scarcity and an attractive ambience around them,and the positive word of mouth that resulted.Freshness was rooted in rapid product turnover,with new designs arriving in each twice-weekly shipment.Devout Zara shoppers even knew which days of the week delvery trucks came into stores,and shopped accordingly.About three-quarters of the merchandise on display was changed every three to four weeks,which also corresponded to the average time between visits given estimates that the average Zara shopper visited the chain 17 times a year,compared with an average figure of three to four times a year for competing chains and their customers.Attractive stores,outside and inside,also helped Luis Blanc,one of Inditex’s international directors,summarized some of these additional influences” 还有一部分字数限制发不上来,怎么办啊,我直接发word文档.

RetaiIing
扎拉旨在提供新花色品种的设计师风格的服装及衣着附件 - 鞋,箱包,丝巾,首饰,最近,洗浴用品和化妆品 - 相对较低的价格在复杂的黄金地段的商店,以吸引广大时尚,自觉回头客.尽管其进入制造锥形整合,扎拉放在使用落后的垂直整合是一个非常快闻风而动,而不是通过建立为实现上游业务的重要远期订单生产效率更加重视.生产运行是有限的,严格控制库存即使这意味着要离开的需求得到满足.这两个Zara的采购和存储操作有助于加强这些上游政策.
招商Zara的产品销售poIicies强调广泛,迅速改变产品线,相对较高的时尚内涵,合理但非过多的物理品质：“衣服可以穿的10倍,”有人说.产品线被分割为女装,男装,儿童,进一步细分女生的妇女行认为最强,分为三组,在产品的价格,时尚的内容上各有不同,和年龄的目标.价格,这是确定中央,被认为是比在Zara的主要市场同类产品的竞争对手的低,但比例的利润预计将举行,不仅因为与一缩短,垂直整合供应链相关的直接效率高达而且还因为在广告和降价的要求显着降低.
扎拉只花了0. 3％,其对媒体的广告收入,比3％-4％为最
专业零售商的广告,一般仅限于销售期开始在本赛季结束,这是没有进行过强烈的存在创造了品牌ZARA或“扎拉女人”太具体的形象或小在“扎拉女孩”（与“芒果女”的西班牙选手芒果）.这些选择反映了对过度关注和锁定以及对支出的限制.扎拉参展也没有现成的可穿的时装秀的商品：它的新项目是首次在其商店显示.但在扎拉的名字已经在其主要市场的发展相当的号召力.因此,通过90年代中期,它已经成为三大服装品牌,其中顾客们在西班牙国内市场最清楚之一,具有特别的强项,从住户占18至34岁妇女中间的中高收入.
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