“Fast Fashion” is Zara’s customer magnet. It brings customers into stores to see what is new, what they must not miss, and what they must own before it’s gone forever. Speed of fashion for Zara also means having an agility for listening to and responding to customer requests in the marketplace.
Zara’s understanding of customers drives its decisions for how it designs, produces product, and stocks its stores. Zara works to appeal to the emotional desire of “fashionistas” to be one of the first and one of the few to own a particular item of clothing.
