Zara is one of the world’s largest clothing retailer. Zara is one the first brand ever to introduce fast fashion and thus they have captured a huge customer following all around the world. Fast fashion is the process of introducing newer items within the same season so that customers don’t get bored and wait for newer things to come out. Zara, the Spain based company owned by Inditex has from day one focused on making it all about customer experience. Zara is always looking to introduce new ways of marketing and improving customer experience. Very recently, they have introduced a technology in which customers can see their phones to view models wearing selected clothing when they click on certain sensors in stores They can even do the same on AR-enabled shop windows. Even though Zara produces in mass quantities they never lack in quality and are able to provide its customers with many new products in a very short time. This means that the last collection goes on sale and amazing products which were new just a few weeks ago become cheap. Qualities like these are what make Zara one of the worlds more liked brands.

AUGMENTED REALITY 

Whether its kids, men, or women, Zara has created such loyalty amongst its customers that compared to other brands, people buy their apparel twice as much as they do from any other brand. The thing that really puts Zara apart from others is its customer management systems and how they apply them. Zara tracks customer behavior through phone location technology. This tells them how much time customers spend in a store, how much they enter, and more details about their in-store experience. Moreover, Zara has other technology placed at registers that provide sale trends. This gives them an opportunity to better understand things like colors, styles, and fit/finish people like. They compile all this data so their designers can alter styles etc. and bring in new lines of clothing within two weeks (fast fashion). This gives them a huge competitive advantage over their customers as they are able to capture and create the latest trends within no time. Without a doubt, it can be said that they use economics of scarcity over its competitors to keep their products relevant over longer periods. Zara is very capable as they have a vast supply chain. Zara clothing is made in many third world countries like Pakistan, Bangladesh etc. even though most of their products are still made in their Spain factories. It is mind boggling how successful they are with supply/quality control whilst having around 2200 stores in 96 countries and 39 online markets.

TRAINING THE EMPLOYEES 

Another aspect which makes Zara successful with its customers is how they train employees and managers to be super sensitive toward what customers need. Zara gives power to most of its sale employees so they can be at the forefront of customer research. 
This means they do the same work their technology does but doing it like this means they can get a real feel of what the customers really want. These sales associates critically take down ideas for styles, fabrics etc. from customers. 
All of this information then comes to light when Zara comes out with a new line of products. Having such great customer research capabilities and being spread all over the globe meant they have to cater to different regions while taking culture into consideration. Thus, Zara offers special women clothing in Arab countries, smaller sizes in Japan, and clothes of different seasonality in areas where it is required.

ARABIC COLLECTION 

 
All in all, there is no company in the fashion world which can match up to Zara when it comes to customer satisfaction!

Syed  Hassan