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Zara is Spanish clothing brand started by Amancio Ortega and Rosalía Mera. It is the flagship chain store of the Inditex group, the world's largest apparel retailer.
It is claimed they take only one week to launch a new product to the store rather than six months industry trend.
Their unusual strategy was its policy of zero advertising; the company preferred to invest a percentage of revenues in opening new stores instead. This has increased the idea of Zara as a "fashion imitator" company and low cost products.
The company based its improvements in the use of information technologies and using groups of designers instead of individuals.
Rather than hire world-class designers, Zara, which is based in Spain, politely copies them. Then it relies on a global network of shopper-feedback to tweak their designs. The clothes are shipped back, and the stock changes so quickly that shoppers are motivated with a "now-or-never" choice each time they try on a blouse that won't be in-store in a few weeks. It's the user-generated approach to fast fashion.
There is no ad budget. Instead, the company spends ungodly amounts of money buying storefronts next to luxury brands to own the label of affordable luxury
Zara stores are company-owned, except where local legislation forbids foreigner-owned businesses; in those cases, Zara franchises the stores (They took the ownership of the supply Chain, designing, manufacturing, and distributing its products)
If a design doesn't sell well within a week, it is withdrawn from shops, further orders are canceled and a new design is pursued
Zara followed a Detox Policy like other brands after getting the pressure from Greenpeace and other activists.
“Zara didn't have to invent a brand new product to become the world's biggest fashion retailer. It just had to invent a new process. And process innovation is dominating the global economy” by

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