15-Day Trend to Store Floor Formula

"Ortega's dream, shared by a group of executives he worked with, was to achieve precisely the best logistical system on the market; a novel formula that would allow the product to be placed in store, regardless of its location, in less than 15 days."

"Another key topic: offering up-to-date clothing. A stylist on the team explained that the brand's greatest success was being able to quickly detect and interpret fashion trends and customer tastes."

"Trends, colors, successes of each season arrived at the design tables of Arteixo from all over Europe and beyond the seas. This was always this man's obsession: reworked, reinvented clothes, in direct connection with what consumers expected. Clothes that appeared very shortly after hanging in Madrid, Barcelona, and other cities in Spain; in Porto, Paris, or Mexico."

""Inditex has a department of 40 people—how many are there today?, I wonder—dispersed in New York nightclubs, shopping areas of Paris, trendy bars and hotspots in Spain... This trend tracking is known as market testing to target audiences". In the search for more reasons for their overwhelming success, I add one that I think is fundamental: the constant renewal of stock, which changes by 40 percent every week and every three days new batches of clothes arrive at the stores. This means that, while other firms make their collection at once for the whole season, Zara continuously modifies its products according to what people are asking for."