Zara’s business success with its flexible approach is demonstrated in its stock market success as well. The authors analyzed the stock performance of Zara, the Gap, and Limited Brands. Their analysis shows the strength of Zara, and demonstrates that accurate forecasting creates the most effective supply chain. Zara’s success proves the theory that if a retailer can forecast demand accurately, far enough in advance, it can enable mass production under push control and lead to well managed inventories, lower markdowns, higher profitability (gross margins), and value creation for shareholders in the short- and long- term.