Article

Top 100: 100. ZARA

December 19, 2010

Rather than promoting predicted trends via fashion shows and similar channels of influence, ZARA focuses its attention on understanding the fashion items its customers want and then delivering them. As a vertically integrated retailer, the Spanish clothing store controls most of the steps on the supply chain, designing, producing and distributing its own apparel. ZARA has managed to substantially shorten the time to develop a new product. By going from design to finished goods in four to five weeks it is able to react quickly to changing market trends. LVMH fashion director Daniel Piette describes Zara as "possibly the most innovative and devastating retailer in the world."

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