2010 Fiscal Year Final Research Report
A Study on Global Total Distribution of SPA
| Project/Area Number |
20530363
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| Research Category |
Grant-in-Aid for Scientific Research (C)
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| Allocation Type | Single-year Grants |
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| Section | 一般 |
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| Research Field |
Business administration
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| Research Institution | Meiji University |
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Principal Investigator |
OISHI Yoshihiro Meiji University, 経営学部, 教授 (40168860)
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| Project Period (FY) |
2008 – 2010
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| Keywords | SPA / SCM / アパレル / ユニクロ / ZARA |
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| 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.
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