Designer Teams Fed Global Trend Intelligence

“We continued the tour. In a large room, with huge drafting tables, a group of designers worked surrounded by a thousand international magazines, mostly fashion, but also decoration or more generalist, of what began to be called "lifestyle".”

“"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.”