Zara sees the need to respond quickly to the demands of their consumers, as the fashion industry changes from night to morning, that is why Zara has placed their trust in its employees. Instead of hiring a group of “gurus” in fashion, Zara workers communicate directly with the consumer, they analyze what the items that are selling like hot bread, and what items are the consumers looking for. Based on the information gathered, a group of “commercials” decide what clothes will be designed as well as the set-up of the final price.