Zara rides the trend with speed.
As other companies begin to forecast for the upcoming season, Zara has already sold its latest designs and is moving on to next week’s display. Stated by Devangshu Dutta, speed plays a role in Zara’s “winning formula”. To acquire speed, production takes place in Spain where the design team is located.
Considering that Zara has begun its conquering of China, its recent ambition entails the adoption of a global fashion sense. Surprisingly, Europeans’ fashion taste appeals to the Asian market, but what looks good on others may not apply to everyone. In other words, Zara must invest a substantial amount into recruiting designers familiar with the figure and skin tone of the Asian population. Looking ahead, it is imperative that Zara maintains its speed to match the rapidly changing interests of Asian fashionistas. Such feat is both time- and money- consuming. Despite Zara’s current success, its business model is not necessarily ideal for global expansion. In the long run, is it sustainable? And for how long can Zara continue its creation of weekly designs? Only time can tell.
Source
http://thirdeyesight.in/articles/ImagesFashion_Zara_Part_I.pdf