The Zara brand was created with a close eye on its consumer — its ability to comprehend, forecast, and deliver on its customers’ desires for contemporary items at reasonable rates. The brand’s capacity to have customers co-create designs, in addition to its efficient supply chain, is unique and gives it a competitive advantage. Most fashion trends begin suddenly, emerge from unexpected areas, and appear out of nowhere. One of the keys to Zara’s global success is its culture and respect for the concept that no one is a greater, more authentic trendsetter than the consumer — and this attitude must be represented in all of the company’s business tactics at all times.
