Zara Case Study

490 Words2 Pages
Zara: Managing Stores for Fast Fashion 1. What is Zara’s distinctive competency and how do they use this to their competitive advantage? * Zara has unbelievably responsive supply chain. More specifically the speed at which they deliver their collections to meet demand is impressive. Zara is capable of delivering products to stores within three weeks, while their competitors take sometimes up until six months to do this. This supply chain replenishment allows them to react to customer demand faster and be more flexible then their competitors. * Managers of the stores have appropriate level of autonomy; this keeps them motivated and allows them to increase their experience and knowledge. * Zara HQ (HR directors, regional managers, etc.) arrange frequent site visits to ensure compliance with company culture and best practices. * Zara uses suppliers with short lead-time for their fashion collection – need for speed and flexibility. For their basic collection they use suppliers with longer lead-time – allows them to cut down cost. * The procedure for setup time of basic stock is automated, which in turn allows store managers to focus on higher margin fashion products. * Due to the incentives schemes, promotion from within and Zara’s company culture – they are able to have relatively low turnover rate. (15%) * Big store, small backroom policy. * Backrooms occasionally outside the store. * The two points above give Zara flexibility with choosing location for their stores. 2. How would you improve labor productivity in Zara’s stores? * The starting wages for sales associates are already higher than in other retail stores. Personally I don’t like that, but any change in this area will lead to higher turnover and de-motivation of your employees. Consequently, increasing the commission for sales associates seems like the

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