Another question is how long Zara can go on charging such markedly varying prices in different countries. Japanese customers pay about half as much again as west Europeans. Luca Solca of Sanford Bernstein, a research firm, says consumers in China, where Zara also charges more, see high prices as part of a products appeal. But what will happen as Zara expands its online catalogue? H M, which is further ahead in this, seems to be maintaining its big regional markups. Mr Solca says the 60% price differences Zara maintains between some countries are unsustainablebut 30% may be quite possible.
另一个疑问在于,目前Zara在不同国家,产品定价大相庭径,这一做法还能延续多久?同类产品,日本的顾客要比西欧顾客多付50%的价格。伯恩斯坦调研公司Luca Solca称,在中国,Zara虽然定价也相对较高,但是中国消费者认为高价是产品本身吸引力的元素之一。但是随着Zara品牌走向在线营销,会发生怎样的变化?H M在差异定价方面走得更远,似乎它将继续保持显著的区域差价。Solca先生称Zara在不同国家间所所维持的60%的差价似乎难以为继但是30%则很有可能。
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