Zara has consistently maintained a top place in the high street from its founding in 1975 until today. From their incredible logistics to their focus on online retailing, they consistantly maintained a high level of desirability in their consumers, a high level of buzz and interest that keeps people coming back time and time again. It may not be the same business that got them the respect of the academics once upon a time, but it has successfully adapted into a business that is special in a whole new way

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Affiliate Links for Books Used:
Berger (2005) How We Compete What Companies Around the World Are Doing to Make it in Today's Global Economy: https://amzn.to/3WOtcxJ