Zara feeds scarcity with small shipments-say, three or four dresses in a particular style-to a Small shipments make for sparsely stocked shelves and products have a display limit of one month Rapid turnover does the rest even though consumers visit Zara frequently, when they return. , things took different. The CEO of the National Retail Federation,reflecting on z days and fast fashion, "marveled. its like you walk into a new store every two weeks.". Besides keeping its stores looking fresh, these policies reduce price markdowns Zara books some 85 percent of its unit sales at full price against the industry average markdown ratio of about 50 percent. The number of items Zara puts on clearance sale is about half the industry average