How Zara fashions its supply chain: Home is where the heart is

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Louis Grestner Junior once said that everything starts with the customer. And while few would argue with the former IBM CEO, ensuring that the right products end up with the customer is arguably even more important. However, this will only occur if the supply chain is efficient enough to make the journey from factory to shelf as smooth as possible. You would be forgiven for assuming that such a task should pose few problems. However, customers are notoriously strange creatures and habits can be short lived. Throw in the fact that trends inevitably come and go – some much quicker than others – and it becomes obvious that the success of any retail organization will depend heavily on its ability to meet demands and respond quickly to fluctuations and change.

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