Study-Disassemble-Adapt-Launch Cycle

"One of the walls was flanked by a row of hangers full of clothes. I approached to observe them and saw some tags with known names. Ortega and I had an instant exchange of glances. He, very quickly, sharp and clear, without any hesitation gave me an explanation that I had not asked for at all: "It is logical that we get inspired by what people accept and search for in the global market! Here we study, disassemble, design, reassemble, adapt to our own style, sew, and launch into the market"."

"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"."

"What accounted for the success of a fashion that combined an attractive quality-price relationship with some design features that reminded, without a doubt, of the greats of the time? "Armani designs for you," a professional in the sector, an expert in luxury brands, told me, convinced of what he was saying when he saw me with a perfectly made Zara jacket, with an impeccable cut and a very characteristic fabric of this great designer. This jacket was one of my first purchases at Zara, which would become, as in the case of so many other women, one of my favorite stores."

"When one of his employees, whether or not they are part of the senior management, returns from a city or a new country, he thoroughly asks what sells, why, how..." For all these reasons, Amancio can tell me that "the company has never been like it is now. It's the most beautiful company in the world". And he can summarise in a few words the key to his success: "We need to strengthen the unity between the design and commercial area. We are going to go from 12,000 square meters to 24,000 for the first. No one in the world doubles this surface"."