How Zara created a dynasty with speed, not marketing

08/20/2013 | Advertising Age (tiered subscription model)

Spanish retailer Zara, whose co-founder Rosalia Mera died this past week, built a lucrative model of quickly delivering high-fashion copycats to stores and customers without the advertising flash of most competitors. The company's success relied mostly on picking the right locations and providing new clothes to stores twice a week, but Zara has had a few free bumps, including when Kate Middleton wore a Zara dress on the day after her wedding.

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