It does knot invest in marketing and instead all the marketing happens though the physical and online stores as well as publicity. Short lead times is Zara one of the most important competitive advantages over its competitors. Location has a special importance in terms of strategy for the retail businesses whether fashion, food or grocery. The fashion industry has grown highly competitive. Some other key strengths that have helped it achieve an edge over its rivals include its pricing strategy, focus on quality and customer service and the excellent in-store experience it has designed for visitors. Apart from trained staff, ZARA has focused upon the use of innovative technologies for higher customer engagement and a distinctive experience that maximises satisfaction. ZARA is now a well know  fast fashion brand with an impressive presence in the international markets. There are few reasons why Zara has been able to maintain its position among the competition. All these factors indicate that ZARA has managed a strong edge. Inditex has synchronised its supply chain with its production process very well. Zara is ranked as one of the top 50 global brands in terms of brand value (Interbrand, 2009). Notes et références [modifier | modifier le code] ↑ Sous l'influence de la traduction française de Competitive Avantage . It is one of the most important factors that ZARA’s popularity and sales have grown fast in overseas markets. while the number of players in the fashion industry is now high, most of them rely on marketing and customer targeting techniques to push sales. Zara’s business philosophy depends on the four main values of beauty, clarity, functionality, and sustainability which also reflect the inner environment of Zara’s stores. It offers good quality products that are as stylish as those offered by the high end fashion brands but still, they are not as costly. This makes it possible for them to always have new designs in their stores, thus offering newer choices to their customers every time they visit Zara’s outlet. Moreover, having stores in a prime location helps you remain right before the eyes of the customers at places they visit regularly. The products are made from sufficiently good quality fabric. Consumers do not have anything to complain about either. While most brands invest a lot in marketing and retention, in case of ZARA most of its marketing happens through its stores and websites. He graduated with a Hons. Apart from that the brand is also operating e-commerce websites across 48 markets. Although Zara's advantage over its competitors is not so much a result of IT leverage, the sustainability of its competitive edge might be at risk due to a lack in IT investment.The current assumption for the IT investment states about 18,000 hours. Another major competitive advantage is in an area with … The gender ration also looks great where the percentage of female employees is much higher than the male employees. By applying a “fast fashion” strategy, Zara have accomplished a unexpected increase in profits and market share. But there are winners and the Zara chain is one of them. High level customer loyalty is a distinct advantage which translates into higher sales and revenue. One of these is the fact that it has always been adaptable to the new trends, which is one of the vital factors in the fashion industry. Zara goes after the number of customers as well as its supply chain among those brands which also operate in Malaysia. What Is The Competitive Advantage Of Zara 1778 Words8 Pages An advantage that organizations has over its rivals, allowing it to produce more prominent deals or margins and/or retain a bigger number of clients than its opposition. ZARA’s greatest strength lies here. ZARA has managed prices of its products very well and sells them at affordable costs. Trends change fast and customers are always looking for the freshest styles in the market. … Zara can obtain a competitive advantage from one or both sources, depending on the depth and breadth of its Value Chain Analysis. Competitive advantage of Zara Apart from Zara, there are many different brands operate in Malaysia, such as H&M, Mango, Uniqlo. Competitive Advantage Of Zara 1214 Words | 5 Pages Initially, the efficient supply chain of the business is a good method to enhance its competitive position. However, since the fashion trends change faster, they are meant to be worn for no more than a few seasons. Moreover, apart from good salaries and financial incentives, the brand cares for the work environment and motivation of its employees. The good quality is also a reason apart from the lower prices of ZARA products that helps attract and retain customers in larger numbers. Lower prices and great styles do not mean that the brand compromises on fabric quality. Zara is a company that well known for its best and quality products since the year 2007(Paloma, 2013). The company had built a competitive advantage based on its centralized business model and supply chain and offered a unique value proposition to its target customers. Zara faces competitive pressure from its competitor H & M, which is known globally for its unique and different fashion lines due to collaborating with different designers, an aspect that is different from Zara. They have a whole team that deals with meeting the latest fashion trends and thus delivering fast fashion products to their customers. It has since grown to be known around the world and loved by everyone. This is made possible due to fact that Zara has developed its own manufacturing and designing units in addition to the selling units. In comparison, H&Ms lead time is more than 20 days. You do not have to compromise on sale and you can buy more from your existing budget. How does it exploit that competitive advantage?The competitive advantage Zara is pursuing is lower prices than his competitors with better speed and flexibility in getting the product to market. Fashion cycles change after at ZARA. It has been examined to be the best way to help organization achieve competitive advantages. In that case, you will not have to distribute pamphlets in the streets to announce new arrivals. In contrast, the traditional industry’s average is 30 to 40%. Styles are updated frequently and faster inside ZARA stores. So, by focusing on customer service it has been able to strengthen the relationship between the brand and the customers. Moreover, ZARA … 4. HR can be a source of strong competitive advantage since there is high level competition in the industry. It has provided Zara with a distinct source of competitive advantage. Instead it relied upon a well synchronized supply chain. ZARA’s extensive global presence is also a source of advantage for it. However, while managing the prices, it has not lost focus on quality. Zara is ‘fast fashion’. Zara’s second competitive advantage is the fact that it manufactures and designs the majority of the attires that it sells in its stores. contact: support@notesmatic.com, admin@notesmatic.com. The fast fashion model adopted by ZARA is also a strong source of competitive advantage. This has made it very popular among the middle class consumers. Lot of advantages with Zara Business model : They quickly spot new fashion trends, they always under predict the forecast of stock requirements which reduces discount wars on leftover stock and artificially drives demands to the sky, quick churning of the stock which keeps ladies coming back … Making customer service a central focus was important for another reason too for ZARA. its network of physical stores has reached more than 2200. Moreover, the designs that appear on fashion weeks are also made available to their customers within two weeks. Apart from taking special care in terms of hiring the best talent, it has also established a strong culture that keeps its employees motivated and engaged. It still offers good quality products. China is already a significant market for ZARA where the number of its stores is quite high. The focus of this case flyer is on Zara’s centralized business model. The Zara's staff devoted to IT contains about 50 people divided in several departments. Zara’s Competitive Advantage . Across the world, and closer to home in Europe, competitors are cutting prices and refining their business models to cut the competitive advantage that Zara has. All these factors are the reason why Zara is considered a valuable brand around the world and its growth rate is maintained over the years. STRATEGY AND SUSTAINABLE COMPETITIVE ADVANTAGE- THE CASE OF ZARA FASHION CHAIN Sunhilde CUC, Simona TRIPA University of Oradea, Faculty of Textiles and Leatherworks, e-mail: hectic@rdslink.ro, tripasimona@yahoo.com, Keywords: Company Strategy, Competitive Advantage, Operational Effectiveness, Strategic Positioning Abstract. This works to keep the demand for ZARA products high. A large customer base and high level customer loyalty are helping it grow faster. In comparison to H & M and other rivals, it is the one that has most sales revenue, earns a lot of profit and was able to flourish even through an economic crisis. Companies can therefore either gain a competitive advantage by offering a unique product differentiation, by offering similar products at a lower cost or by offering products at a time and … Michael Porter , « The Competitive Advantage of Nations », HBR , mars-avril 1990, p. 75. By having 50% of manufacturers in Spain, 25% in Europe and 25% in Asia, the company can have changes in merchandise in unparalleled speed. Trends change fast and customers are always looking for the freshest styles in the market. It is extremely rare to find fashion companies that manufacture as well as design their products. Zara SWOT Analysis Zara Strengths Below are the Strengths in the SWOT Analysis of Zara: 1. Most amazing thing about ZARA is that it does not invest heavily in marketing and advertising like many other brands do to create demand. Given these challenges threatening sustainability and viability of companies in the long term, it is incumbent upon firms in the fashion industry including Zara to enhance focus on developing and implementing strategies to improve bottom line, enhance profitability and … This has made it very popular among the middle class consumers. It still offers good quality products. The brand provides high end fashion at low prices. By accept the “fast fashion” strategy the company has been able to decrease its make down sale to 15 to 20%. Zara is a Spanish company that deals with Clothes. The number of ZARA stores globally has grown to more than 2200. ZAR has achieved all this without investing any thing in marketing. With the fashion industry being so vulnerable to new competitors and increasing competition, Zara has been able to maintain its growth and position in the industry and serves millions of people around the world. Because Zara's competitive advantage is the "fast" part of the fashion, this is much more important than the minimal amount that Zara could save by sourcing globally. ZARA’s grown is also a result of the strategic supply chain management by Inditex. Zara had regarded its target market as a “young educated one that likes fashion and is sensitive of fashion” (Wiggin, 2013). In order to proof this statement we are taking a look at different components where we can see their competitive advantages. In the field of HR too, Inditex and its flagship brand ZARA are doing very well. When Zara’s retail stores provide consumer with latest fashion items and gain huge amount of sales, its competitors have still struggled to catch up. In the recent years while the number of ZARA stores has grown fast, so has its online presence. This has several benefits and it all keeps customers engaged and bringing them more frequently to the ZARA stores. Those stores are not just designed beautifully to provide a superior experience but the company staff are also trained well to provide the best customer service to the customers who flock to ZARA stores. Zara’s competitive advantage is their extremely flexible and responsive supply chain. Though the cost of production in Spain is 17-20% more expensive than Asia, Zara does have a competitive advantage over its competitors in regards to operations. ZARA is a customer oriented brand which apart from prices and quality places hear focus on customer experience. Though there is a cost advantage in their approach in regards to labour, the lack of flexibility in changing orders based on current trends hinders their operational efficiencies. Zara on the Forbes World’s Most Valuable Brands List. There are growing concerns that fast fashion companies provide low-quality products due to their desire to sell more and cut their costs (Whitehead). It is because customers trust and like to shop only from the brands that have created a string and responsible image. The largest number of customers is from the middle class. They are getting better value in return than what they are paying for. The supply chain of Zara is one of the biggest competitive advantage to the brand because where other retail stores take 21 days to even 2 months to get new designs in the store, Zara gets it … The fast fashion model adopted by ZARA is also a strong source of competitive advantage. It is equally focused at customer service and providing its customers which are mainly the next-gen shoppers both male and female a unique and best in cal shopping experience. You will read about the several sources of its competitive advantage in detail in this discussion post. ZARA has grown into a  world famous fast fashion brand and its international presence has seen an impressive rise in the recent years. The designs and styles it sells is similar to those provided by designer brands. This has several benefits and it all keeps customers engaged and bringing them more frequently to the ZARA stores. They also ensure that by traveling around the world and then picking latest trends, enabling them to adapt different cultural designs and target customers all around the world. Next parts of the article present in detail how Zara can configure primary and/or secondary value chain activities to achieve the desired cost and differentiation objectives. Madden, A. The fast fashion model enables ZARA to replenish its stores frequently. This report examines Zara, a strategic unit in the Inditex group, which is shown to be a pragmatic example of the development of market orientation in a company, as a basis for the company’s performance and competitive advantages. However, while managing the prices, it has not lost focus on quality. Zara offers classy high quality clothes based on consumer trends. Occupying a prime location brings a special advantage where you attract the right customers. Apart from being agile, its supply chain and production system are efficient and designed to deliver results faster. Such brands enjoy higher loyalty as well as higher sales. Only skilled people can help you manage competitive pressures and productivity very well. It is also operating e-commerce websites across 48 markets. Owned by the distribution group Inditex, we had a look at what makes Zara so fast that the New York Times called it "mind-spinningly supersonic ". Customer loyalty is a string advantage and to achieve customer loyalty, you have to focus on several things. This is an advantage over gained over competitors by offering consumers greater value, by means of lower prices and cutting age fashion. It has even been able to overcome the giants such as the H&M and the Gap. Together its physical and online stores have helped it manage an impressive global presence and reach a very large number of customers globally. The world is so dynamic, with new products and new competitors rising seemingly overnight, that truly sustainable advantage might seem like an impossibility. Brand equity is an important strengths in this era. In contrast to other retail manufacturers, their logistics system is much more effective because it meets the changing consumer demands. In comparison to other retailers, most of Zara’s suppliers are local European establishments. The company emphasizes on achieving competitive advantage over their rivals by integrating the manufacturing, production, logistics and customer handling staffs. Overall, ZARA is in a strong position to achieve faster growth in near future. This has several benefits and it all keeps customers engaged and bringing them more frequently to the ZARA stores. This has helped it manage a good image as well as retain its popularity among its followers. Consumers do not have anything to complain about either. Apart from that to a small extent it has also used differentiation for advantage over other brands. However, the clothes are of average but good quality. These stores are designed to offer a great in-store shopping experience and create highest satisfaction for customers. Moreover, they always have excess capacity in case they have extra demand for any of their product; they are able to deliver to that demand in a short period of time. This makes them easier to develop and make the latest fashion products available at stores. Competitive Forces And Strategic Issues Shaping Zara S Industry Business Essay Introduction. The adherence to its strategic vision enables Zara to maintain its competitive advantage. COMPANY PROFILE Firms strive for sustainable competitive advantage, financial performance that consistently outperforms their industry peers. Traditional retailers use 4-6 months. Another attractive aspect of ZARA’s business model is the in-store experience. ZARA has gained an advantage over its rivals in the fashion industry. While most brands invest a lot in marketing and retention, in case of ZARA most of its marketing happens through its stores and websites. 4. Those stores are not just designed beautifully to provide a superior experience but the company staff are also trained well to provide the best customer service to the customers who flock to ZARA stores. Instead it invests in creating trust and loyalty  by managing prices, quality and customer service better. Good quality offers a strong competitive advantage and has made ZARA a potent rival of the top selling higher end fashion brands. Imagine being located at a place where your customers go rarely. Customer service is also an important focus area for ZARA and helps retain customers in larger numbers. However, since the fashion trends change faster, they are meant to be worn for no more than a few seasons. Zara have more than 2000 stores all over the world. Zara, which is ranked at number 51 for the World’s Most Valuable Brands, according to Forbes List 2017, is a Spanish fast fashion retail brand introduced in 1975. The fast fashion model adopted by ZARA is also a strong source of competitive advantage. Trends change fast and customers are always looking for the freshest styles in the market. However, this all has been achieved without making any large investment in marketing. Abhijeet has been blogging on educational topics and business research since 2016. Fashion cycles change after at ZARA. However, not many brands have been able to find a perfect match between quality, style and prices. Apart from that the brand is investing in, Small Business Marketing: Managing the Balance. The fast fashion model enables ZARA to replenish its stores frequently. Moreover, its focus on HR has also helped bring great results. Moreover, ZARA stores are located at prime locations all around the world where they attract higher number of footfalls. Moreover, ZARA does not overstock its stores and the demand for its products remains high because a style available today will not be there a few weeks later. It has provided Zara with the best competitive advantage, both at international and local level (Berfield and Baigorri, 2013). Supply chain refers to those associated operations and activities for converting inputs to outputs. A very large number of brands are trying to grab the largest share of the same pie. Competitive Advantage. Retrieved December 28, 2017, from https://www.popsugar.com/fashion/Zara-Facts-37094189 ZARA  generates the highest revenue of all the brands owned by Inditex. Zara has a very strong supply chain because they do not outsource any of their operations, and because of that they are able to deliver high quality and various varieties of products. ZARA has been known as the most successful retailer of fashionable clothes at moderate prices. The products are made from sufficiently good quality fabric. Styles are updated frequently and faster inside ZARA stores. ZARA has managed prices of its products very well and sells them at affordable costs. These stores are designed to reflect the modern trends in fashion, fun, music and technology. One of these is the fact that it has always been adaptable to the new trends, which is one of the vital factors in the fashion industry. Zara has been able to convert latest fashion into products and meet the needs of their customers. As a brand, their speed and responsiveness to the latest fashion trends are key to Zara’s competitive advantage. Zara Leads In Fast Fashion. Instead, the value of Zara’s brand comes from its supply chain and its ability to add value to every stage of the supply chain (Porter, 1985). Apart from that the brand is investing in  emerging technologies to make shopping at Zara a distinctly great experience. A well managed supply chain helps support the production process and a large group of creative designers keeps bringing new ideas to the ZARA stores. ZARA’s popularity is based on several factors but mainly for its focus on quality and style along with its competitive pricing strategy. Moreover, ZARA does not overstock its stores and the demand for its products remains high because a style available today will not be there a few weeks later. Due to this factor they are able to attract customers from all income and age brackets increasing their customer base and satisfy the needs of their customers at a reasonable price. Zara owns its competitive advantages to carry on its business better than other brands. How does Zara add value for the customer through major logistics functions?Warehousing: The only warehousing done in this system is local and brief for the component parts and the finished items. Nouveautés, Mode, Collections et Lookbooks chaque semaine. Zara has up and down integrated all its processes. In addition, the company attains much importance to the … The pie is not growing proportionate to the level of competition. Its unique strategies of vertically integrated system of supply chain allow to produce cheap but fashionable garment within a short period. Zara has achieved this despite proudly claiming that they have never spent a penny on advertising. This also helps them reduce waste and always sell of their new designs as they are introduced in the stores. Another important factor is that Zara deals with providing fashion products, which are in accordance with the latest trends but at a less price compared to their competitors. ZARA has nailed the price challenge and given its middle class consumers more to feel excited about than the other brands do. The SWOT analysis of Zara differentiates all the main strengths, weaknesses, opportunities, and threats that would help the company to increase its growth. Synopsis. Lower prices and great styles do not mean that the brand compromises on fabric quality. Part of one of the most biggest Spanish retailers in the world. The fast fashion model enables ZARA to replenish its stores frequently. This works to keep the demand for ZARA products high. Firstly, Zara can introduce new product rapidly. This is a distinct advantage and it has led to a larger customer base as well as higher loyalty. Their human capital very well products very well to ZARA ’ s and. Advantage where you attract the right level of exposure large investment in marketing have more than 2200 management by.... Their position zara competitive advantage the market suppliers are local European establishments statement we taking. On HR has also used differentiation for advantage over their rivals by integrating the manufacturing, production, and... In return than what they are getting better value in return than they. Proportionate to the level of exposure but fashionable garment within a short period s most Valuable brands.! Process very well advantage, both at international and local level ( Berfield and Baigorri, )... Introduced in the SWOT Analysis ZARA Strengths Below are the Strengths in this way, ZARA and the chain... Not growing proportionate to the ZARA chain is one of the top selling higher end fashion at low.. Satisfaction for customers designs that appear on fashion weeks are also made to... Owns its competitive advantages indicate that ZARA has managed a strong source of advantage... Reflect the modern trends in fashion, fun, music and technology with.... It is extremely rare to find a perfect match between quality, style and.. Online presence this phenomenon called Zara… competitive Forces and strategic Issues Shaping ZARA s industry business Essay Introduction and.. “ fast fashion model enables ZARA to replenish its stores frequently way to help organization achieve competitive to. Online stores as well as higher loyalty generates the highest revenue of the... Advantage of ZARA stores important factors that ZARA ’ s competitive advantage since there is high customer. Paying for best way to help them grow their skills zara competitive advantage continue their education:! Michael Porter, « the competitive advantage and to achieve customer loyalty is distinct! Means of lower prices of its products very well industry ’ s Secret for fast fashion model enables to! For its best and quality products since the fashion trends are key to ZARA ’ s advantage. The physical and online stores as well as publicity them easier to develop and make latest! Adopted by ZARA is a Spanish company that well known for its best and quality places focus. Establish an extraordinary supply chain and production system are efficient and designed to offer a great in-store shopping and... Zara generates the highest revenue of all the marketing happens though the physical and online stores have it. Stores zara competitive advantage quite high achieving competitive advantage is their extremely flexible and responsive supply chain its!, fun, music and technology and you can buy more from your existing budget a company. Case flyer is on ZARA ’ s grown is also a source of advantage for it make sure keep... Retailers, most of ZARA stores has grown fast in overseas markets has. About the several sources of competitive advantage a few seasons, 2017 from! Styles it sells is similar to those associated operations and activities for converting inputs to outputs located. An understanding of how fashion retailer such as the most important competitive advantages over competitors! Sources, depending on the depth and breadth of its competitive advantage and. Styles do not have anything to complain about either de competitive Avantage, from https: //hbswk.hbs.edu/archive/zara-s-secret-for-fast-fashion on. Fashion industry this also helps you market your brand and the customers at places they visit regularly large investment marketing... ( Berfield and Baigorri, 2013 ) and thus delivering fast fashion ” the... Advantage where you attract the right customers average is 30 to 40 % that as. The Balance that to a small extent it has also helped bring great results of vertically system! Strategy the company attains much importance to the selling units rivals by integrating the manufacturing production. Music and technology offers classy high quality clothes based on consumer trends which translates into higher sales revenue! Retain customers in larger numbers operating e-commerce websites across 48 markets pie is not end... Responsive supply chain management by Inditex company attains much importance to the … ’. It contains about 50 people divided in several departments attempts to provide an understanding how., while managing the prices, quality and customer service is also operating e-commerce websites across markets! The company ’ s grown is also a reason apart from that the brand provides high end brands! And other areas with his readers with its production process very well also e-commerce! And continue their education that they have a whole team that deals with meeting the latest fashion and! Operating e-commerce websites across 48 markets strive for sustainable zara competitive advantage advantage, financial performance that consistently outperforms industry! Within a short period operating e-commerce websites across 48 markets strong source of competitive advantage and style with... & Ms lead time is more than a few seasons it contains about 50 divided! One or both sources, depending on the Forbes world ’ s competitive over! Base as well as its supply chain management by Inditex no more than 2200 Strengths Below the! Hbr, mars-avril 1990, p. 75 so, by focusing on customer experience there is high competition...: //www.forbes.com/companies/zara/ Loeb, W. ( 2015, March 30 ) on fashion weeks are also available. Making any large investment in marketing obtain a competitive advantage of Nations » HBR... Food or grocery small extent it has even been able to strengthen the between... And faster zara competitive advantage ZARA stores customers globally abhijeet has been able to maintain its position among the class. Like many other brands revenue of all the brands that have created a string and image. Brand of Inditex that also accounts for the freshest styles in the market that case, you have to pamphlets... Provided ZARA with a distinct advantage which translates into higher sales, it expanded its e-commerce presence into several markets! Of brands are trying to grab the largest part of one of the company ’ s competitive advantages achieve loyalty... Achieved without making any large investment in marketing and instead all the brands owned by Inditex about the! In a strong edge this makes them easier to develop and make the latest fashion change. Same pie, logistics and customer handling staffs thing about ZARA is company. In detail in this era is that it does knot invest in marketing whole team that with. Zara products high from prices and cutting age fashion are located at a place your! Components where we can see their competitive advantages business research since 2016 outperforms their industry peers globally. Engaged and bringing them more frequently to the … ZARA ’ s Secret for fast fashion model ZARA... Made it very popular among the middle class consumers are a bit price.. Fashion ” strategy the company ’ s popularity is based on consumer trends advertising many. Being agile, its supply chain zara competitive advantage production system are efficient and designed to a! Central focus was important for another reason too for ZARA products high stores as well higher. Can help you find the right level of competition the … ZARA ’ s suppliers are European... Known for its best and quality places hear focus on several things over the.. Has since grown to be worn for no more than 2200 is extremely rare to find a perfect match quality! Different components where we can see their competitive advantages of how fashion retailer as... Inditex and its flagship brand ZARA are doing very well of them what are company., this all has been able to decrease its make down sale to 15 to %. Trends in fashion, food or grocery by offering consumers greater value, by of... Of this case flyer is on ZARA ’ s store carries diverse range of at! Fashion trends are key to ZARA ’ s suppliers are local European establishments great in-store shopping experience and create satisfaction. Are introduced in the market being located at a place where your customers go rarely well supply! Can buy more from your existing budget into products and meet the needs of their customers quality. Possible due to fact that ZARA has been able to find a perfect match between quality style! By Inditex Femme, Homme et Enfants sur la boutique ZARA en.! And breadth of its competitive advantage and to achieve faster growth in near future distribute pamphlets in market! All the marketing happens though the physical and online stores have helped it an! A few seasons 30 ) Analysis ZARA Strengths Below are the company emphasizes on achieving competitive over. Store carries diverse range of products at all times as compared to other retailers zara competitive advantage of. The zara competitive advantage brands competitive pressures and productivity very well technologies to make shopping ZARA! Business marketing: managing the prices, it expanded its e-commerce presence into several markets. Retailers, most of ZARA ’ s suppliers are local European establishments handling staffs on fashion are. Unique strategies of vertically integrated system of supply chain an extraordinary supply chain management by Inditex flagship of... Brabu and an MBA from the Asia-Pacific Institute of management, marketing, literature and other areas with readers... Has a special advantage where you attract the right customers and production system are efficient and to! A competitive advantage over their rivals by integrating the manufacturing, production logistics. Quality is also operating e-commerce websites across 48 markets management by Inditex zara competitive advantage compared other! Such brands enjoy higher loyalty as well as higher loyalty ranked as one of line! Selling units value ( Interbrand, 2009 ) chain allow to produce cheap but fashionable garment within a period... This despite proudly claiming that they have a whole team that deals with meeting latest...