Infrastructure chain. Two features stand A key competency is the infrastructure that zara uses to coordinates its value of Zara out: managers sense of customers and their ability to coordinate worldwide activities. The allure is the freshness of its the creation of a sense of exclusiveness, attractive in-store ambience and positive word of mouth. These ideas drive rapid product turnover with new designs arriving in twice. weekly shipments. Fans learn which days of the week goods are delivered so-called "Z-days" and shop accordingly. About three-quarters of the merchandise on display changes every three to four weeks. which corresponds t the average time between Zara customers' visits: 17 times a year, versus three to four visits per year for competitors. Blanc, a director at Inditex, "We invest Attractive stores, both inside and out, are vital. Explains Luis in prime locations. We place great care in the presentation of our storefronts. That is how we project our image. We want our clients to enter a beautiful store where they are offered the latest fashions But most important, want our customers to understand that if they like something, they must buy it now because it won't be in the shops the following week. It is all about creating a climate of scarcity and opportunity.