investment in information technology and communications infrastructure to keep streaming up-to date trend information to the people making the product and decisions.
At the leading edge of research are the sales associates and store managers in Zara stores, who zap orders on customized handheld computers over the internet to Zara headquarters based on what they see selling. And not just order, but ideas for cuts, fabrics or even a whole new line. They drew upon customer comments, or even a new style that a customer might be wearing that could be copied for Zara's stores. Traditional daily sales reports can hardly provide such a dynamically updated picture of the market.