Operations Fitting in with fancy neighbors requires that Zara put its best face forward. Traveling teams of window dressers and interior coordinators visit each Zara store every three weeks, ensuring that window displays and interior presentations convey the targeted message. Back at headquarters, designers wander the mock store, testing possible design themes, lighting schemes, and product presentation. Its "Fashion Street" in the basement of "The Cube" houses a Potemkin row of storefronts meant to mimic some of its locations. Store employees don Zara's fashions while working; store managers and staff suggest merchandise to order, discontinue, and recommend. Networked stores transfer data on merchandise sales, along with customer requests, to Zara's design teams, factories, and logistics center in La Coruna. Relaying color fabric preferences straight from its shoppers enables the retail staff to localize otherwise globally standardized products. Finding store managers capable of handling these responsibilities, executives believe, is the main constraint on Zara's expansion.
Operations Fitting in with fancy neighbors requires that Zara put its best face forward. Traveling teams of window dressers and interior coordinators visit each Zara store every three weeks, ensuring that window displays and interior presentations convey the targeted message. Back at headquarters, designers wander the mock store, testing possible design themes, lighting schemes, and product presentation. Its "Fashion Street" in the basement of "The Cube" houses a Potemkin row of storefronts meant to mimic some of its locations. Store employees don Zara's fashions while working; store managers and staff suggest merchandise to order, discontinue, and recommend. Networked stores transfer data on merchandise sales, along with customer requests, to Zara's design teams, factories, and logistics center in La Coruna. Relaying color fabric preferences straight from its shoppers enables the retail staff to localize otherwise globally standardized products. Finding store managers capable of handling these responsibilities, executives believe, is the main constraint on Zara's expansion.
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