2010 Fiscal Year Final Research Report

A Study on Global Total Distribution of SPA

Research Project

Project/Area Number	20530363
Research Category	Grant-in-Aid for Scientific Research (C)
Allocation Type	Single-year Grants
Section	一般
Research Field	Business administration
Research Institution	Meiji University
Principal Investigator	OISHI Yoshihiro Meiji University, 経営学部, 教授 (40168860)
Project Period (FY)	2008 – 2010
Keywords	SPA / SCM / アパレル / ユニクロ / ZARA
Research Abstract	A Survey on Brand Image of SPA The result of the survey which got two hundred samples of female business persons who live in Tokyo, Kanagawa, Chiba and Saitama, shows us the followings. First, awareness of foreign brands is much lower than that of Japanese ones. Second, the samples are not sensitive to information about fashions. Third, the most important point when they buy is design. Forth, the source of information depends on "stickiness to clothes" and "annual income". Fifth, UNIQLO, GAP and MUJI have image of daily necessities while ZARA and H&M have image of fashion.

(3 results)