The reasons behind Zara's success: evaluating the value chain

Abstract

Experts have studied the leading apparel company at providing fast service at affordable prices for a long time. Therefore, the present study is an attempt to evaluate the value chain of Zara within the context of the fast fashion market. A set of reasons have been gathered to explain the reasons behind such a successful supply chain, starting from the business strategy to future challenges and recommendations. What is more, the findings are close relationships with suppliers with collaboration as key; a global buyer-driven value chain with intrinsic information flows from customer feedback to the stores' managers, directly to the headquarters; independence of workers providing a fast response and flexibility.