The customer has always driven the business model," Ortega wrote in Inditex's 2009 annual report. He has consistently stuck by that motto. In the 2010 annual report, the last before Ortega stepped down from his position as chairman, he wrote, "The customer must continue to be our main centre of attention, both in the creation of our fashion collections and in the design of our shops, of our logistical system and of any other activity.