In today's reading I found that Zara, the Spanish store, is so successful because they are able to make sharp turns in the fashion industry to keep up with people's demands. Every week they make two trips to the stores and put new stuff out. They spend money to make money. They bought 14 new machines that work around the clock to keep up with cutting fabric and dyeing items. H&M, which is similar to Zara, sends out only 2 seasons and sub seasons within the seasons. They have people set up to check what consumers are wanting, similar to Zara which makes them successful with their customers. Being caught up to what is the latest trend is what keeps these companies alive. I do not like shopping there because of their unreliability of the outfit, in my opinion their clothing is a few time wear and be done with it. They do keep up with the trends and people like how quick they are to get on their feet and run with the newest idea of what's next. They're one step ahead of big names like Belk, Dillards or similar to them.