how europe's biggest retailer wins the game

The Brand Gym points to a great piece on Zara's, Europe's top apparel retailer. They've taken a unique approach to marketing, and it's put them at the top of the pack. I've summarized them here, if you're too lazy to click through:

1. Fast fashion. Quick reaction to what's happening, and what's not.
2. Rarity creates urgency to buy and shopping frequency. Every buy a shirt at the Gap and then see it on a hundred other dudes? Yep, not so fast to buy the next one, right?
3. Collaborative creativity. Work together, not in silos. Duh.
4. Centralized European manufacturing. Quality, shipping, all a win.

Some great lessons that could apply to nearly any retailer in any industry. Pass it along.

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