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Subject
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Incorporation Of Modern Technologies In Business Based Zara’s Example
Zara is one of the world’s most reputable fashion brands which leverages in the power of
modern communication technologies such as customer relationship management systems to
develop its trademark.
Information technology is the driving force behind Zara's reputation as it aids the
implementation of its powerful sales strategies and influences firmly the improvement of
successful selling methodologies. The organization keeps on updating its products regularly to
meet the dynamic fashion industry needs. Such techniques are formulated using data collected
from consumers using sophisticated communication technologies. Modern technology assists
Zara in collecting, processing and storing data which significantly improves its output.
Customers prefer Zara to other brands due to its unique, quality and fashionable products which
meet the needs of all their clothing need in terms of gender, cultural differences and climate
(Rolls 3). The company identifies customer preferences and geographical peculiarities using
analytical systems.
Heavy investment in data management tools allows Zara to improve its customer
experience. Adopting appropriate technology enables the company to save on inventory which is
the main cost for most fashion brands in the world. The company’s investment in high-tech data
systems is key in personalizing the customer experience. This is facilitated by the power of
information technology in research and development. The clothing brand business model relies
heavily on technological innovation to enhance customer experience and maintain loyalty (Aller
1). Zara establishes and maintains high levels of customer satisfaction by adopting modern
technologies such as customer relationship management(CRM) systems. The company uses data
collected from the clients to understand better and address their client needs by offering products
of consumer tailored products.
Zara is one of the world’s most successful brand due to its ability to embrace and
incorporate modern communication technologies into the development and implementation of
their selling strategies.
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Works Cited
Roll, Martin. “The Secret of Zara’s Success: a Culture of Customer Co-creation.” Business

and Brand Leadership, https://martinroll.com/resources/articles/strategy/the-secret-of

-zaras-success-a-culture-of-customer-co-creation/. Accessed 22 April 2018.

Aller, Marta “Zara: Technology and User Experience as Drivers of Business.” IE Insights, Ie
University, 15 Dec. 2017, https://www.ie.edu/insights/articles/zara-technology-and-user-
experience-as-drivers-of-business/.

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