Zara's success is due to many reasons, e.g. efficient supply chain, efficient organization management, and one of the most important customer orientation. When the movie Marie Antoinette was released October 2006 in the cinemas and become total hit in EU and US, Zara's stores were populated with puffy ball gowns and jackets from velvet with golden buttons (Sull and Turconi, 2008). Another example of listening to its customers' voice was after 9/11 act in New York. For a week the colorful outfits were replaced with back and dark colored clothes in Zara's stores.