Zara creates a ready to wear business: Leading fashion label designs its whole operation to fit the customer

Abstract

In the last 30 years fashion has changed from an elite accessory of the super‐rich to a mass‐market product. Since the mid‐nineties the department stores that traditionally dominated this broader market have started to lose ground to specialist clothing chains offering the latest designs at competitive prices.

Citation

(2003), "Zara creates a ready to wear business: Leading fashion label designs its whole operation to fit the customer", Strategic Direction, Vol. 19 No. 11, pp. 24-26. https://doi.org/10.1108/02580540310505020