Customer focus makes Zara successful

It is easy to assume the key to Zara's success worldwide is because it's fast. But Zara believes it's more accurate to call its business model "customer-driven fashion" because it really is producing what customers in each country demand.

The proximity of manufacturing to product designers in Spain, the feedback loop and fast logistics are what makes that happen.

The Zara model means that it is constantly updating its collections throughout a season. By contrast, other brands tend to have a set collection each season that they don't constantly refresh. Zara has two deliveries each week, and in these deliveries there are always new products. This keeps the stores looking fresh as there is always something different to buy from week to week.