In f all 2007 the f irms ceo unveiled an enviro

Info iconThis preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: x to sto re racks, spending mo st o f their time o n value-added f unctio ns like helping custo mers f ind what they want. Ef f o rts like this help sto re staf f regain as much as three ho urs in prime selling time.C. Ro hwedder and K. Jo hnso n, “P ace-Setting Zara Seeks Mo re Speed to Fight Its Rising Cheap-Chic Rivals,” Wall Street Jo urnal, February 20, 2008; and K. Capell, “Zara Thrives by Breaking All the Rules,” BusinessWeek, Octo ber 9, 2008. Trucks serve destinatio ns that can be reached o vernight, while chartered cargo f lights serve f arther destinatio ns within f o rty-eight ho urs.K. Capell, “Zara Thrives by Breaking All the Rules,” BusinessWeek, Octo ber 9, 2008. The f irm recently tweaked its shipping mo dels thro ugh Air France–KLM Cargo and Emirates Air so f lights can co o rdinate o utbo und shipment o f all Inditex brands with return legs lo aded with raw materials and half -f inished clo thes items f ro m lo catio ns o utside o f Spain. Zara is also a pio neer in go ing green. In f all 2007, the f irm’s CEO unveiled an enviro nmental strategy that includes the use o f renewable energy systems at logist ics centers including the intro ductio n o f bio diesel f o r the f irm’s trucking f leet. Stores Mo st pro ducts are manuf actured f o r a limited pro ductio n run. While running o ut o f bestsellers might be seen as a disaster at mo st retailers, at Zara the practice delivers several benef its. First, limited runs allo w the f irm to cultivate the exclusivity o f its o f f erings. While a Gap in Lo s Angeles carries nearly the same pro duct line as o ne in Milwaukee, each Zara sto re is sto cked with items tailo red to the tastes o f its lo cal clientele. A Fif th Avenue sho pper quips, “At Gap, everything is the same,” while a Zara sho pper in Madrid says, “Yo u’ll never end up lo o king like so meo ne else.”K. Capell, “Fashio n Co nquistado r,” BusinessWeek, September 4, 2006. Upo n visiting a Zara, the CEO o f the Natio nal Retail Federatio n marveled, “It’s like yo u walk into a new sto re...
View Full Document

This document was uploaded on 01/31/2014.

Ask a homework question - tutors are online