On top of its operations excellence and good quality designs, Zara’s approach to design is also closely linked to their customers. Its customers, who help to give shape to the ideas and ever-changing demands emerging in the fashion industry, direct Zara’s strategic fast fashion. The relationship with its customers is an important channel of information that reflects shoppers’ reactions, desires and demands – its secret to success lies in feedback given from a wide range of people from different cultures and generations.