Floating on air
A mixture of vertical integration and street smarts has transformed a small Spanish clothing chain into a global success
MOST fashion retailers discreetly tuck their price tags inside their garments. Not Zara. Its sales tickets are big and colourful, emblazoned with the flags of a dozen countries, each accompanied by a local-currency price that is the same for that item around the world, from Madrid to Riyadh to Tokyo.
This article appeared in the Business section of the print edition under the headline “Floating on air”
From the May 19th 2001 edition
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