Chapter 3AgilitySeizing and Repeating Opportunities
Louis Vuitton Fashion Director Daniel Piette described Spanish clothing and accessories shop Zara as “possibly the most innovative and devastating retailer in the world.”1 Innovative and devastating might be right, but you won't see Zara's designs on the runway at Fashion Week in New York or on the cover of British Vogue. The house does not advertise and their marketing department operates on a shoestring. Instead, Zara starts its marketing and R&D endeavors much closer to the sales floor.
The original “fast-fashion” house, Zara's business model is built around agility. For instance, store managers at Zara are trained to report back to headquarters weekly with customer preferences and dislikes: ...
Get Bringing Strategy Back: How Strategic Shock Absorbers Make Planning Relevant in A World of Constant Change now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
