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Overall, then, the responsibilities of Zara’s design teams transcended design, narrowly defined.The teams also continuously tracked customer preferences and used information about salespotential based, among other things, on a consumption information system that supported detailed analysis of product life cycles, to transmit repeat orders and new designs to internal and external suppliers. The design teams thereby bridged merchandising and the back end of the production process. These functions were generally organized under separate management teams at other apparel retailers.
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