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Zara, the flagship chainstore of Inditex Group has its stores at couple of locations in Krakow, scattered round local shopping malls. The popularity of the brand, headquartered in A Coruna, Spanish Galicia, derives from the low-priced popular fashion products ranging from men’s and women’s clothing, through shoes, cosmetics and complements to children’s clothing called ‘Zara Kids’.
Compared with a six months industry average, it is said that it takes Zara just two weeks to develop and market a new product. They differ from competition focusing their efforts on understanding what the most demanded products among their customers are and then delivering them, rather then promoting new designs through fashion shows or other influential channels traditionally used in fashion and style industry.
Zara offers significantly higher number of products then similar companies. Whereas the key competitors produce 2 000 to 4 000 items, Zara manages about 11 000 new distinct garments annually. Their product life circle is shortened which meets customer’s preference and satisfaction. None of the designs is stored on the shelves for more than a month and products which don’t sell well are withdrawn within a week and replaced with a fresh garment. This policy makes Zara chainstore receive very high number of repeated visitors, being sure of finding new designs weekly.