The strategic responses in such an environment are complex. The successful marketer needs the vision and the skills to manage diversity. On the one hand it needs to meet the demands of fashion--the rapidly changing needs of the customer. Hence, it needs to develop flexibility and speed. On the other hand, to compete in the "industrial fashion" stakes, it needs to maintain high levels of efficiency. Benetton has learned how to rapidly and constantly adapt to changing consumer tastes while gaining efficiency through economies of scale.