The successful fashion retailers are doing fast iteration, like Zara as shown in this rather good article [1] - sounds like many are just getting complacent wit

The successful fashion retailers are doing fast iteration, like Zara as shown in this rather good article [1] - sounds like many are just getting complacent with their brand. "That means that if Inditex stores in London, Tokyo and São Paulo all have customers responding enthusiastically to, let’s say, sequined cranberry-colored hot pants, Inditex can deliver more of these, or a variation on hot pants, sequins or that cranberry color, to stores within three weeks. The company tries to keep the stock fresh; one promise its stores make is that you will always be buying something nearly unique. Merchandise moves incredibly quickly, even by fast-fashion standards. All those thousands of Inditex stores receive deliveries of new clothes twice a week." [1] http://www.nytimes.com/2012/11/11/magazine/how-zara-grew-into-the-worlds-largest-fashion-retailer.html?pagewanted=all http://www.nytimes.com/2012/11/11/magazine/how-zara-grew-int...