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| Author: | Sull, D. Turconi, S. |
| Title: | Fast fashion lessons |
| Journal: | Business Strategy Review
2008 : SUMMER, VOL. 19:2, p. 4-11 |
| Index terms: | fashions industry companies consumer behaviour customers preferences |
| Language: | eng |
| Abstract: | Welcome to the world of fast fashion. Imagine customer preferences possibly shifting literally overnight, product lifecycles being measured in weeks, and the value of your product plunging if you miss the latest trend. The article examines how Zara, a leader in the industry, has pioneered an approach to navigate the volatility of fast fashion, presenting information for any company facing rapidly changing markets. |
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