With the emergence of digital, the world of retail has changed, especially in the field of fashion, in which Inditex “has remained at the pinnacle of fast fashion not only for its aesthetics, but also for its ability to knit the digital with the physical in an omnichannel web,” explains business school professor and popularizer Pablo Foncillas.
The Spanish fashion colossus offers a master class on how to dance to the rhythm of omnichannel, “a necessity in a world where consumers think and buy in multiple dimensions.” The management expert maintains that the company has been able to integrate online and offline “so that each enhances the other.” And he explores a battery of ideas that the group has put into practice to materialize this strategy, for example locating through the Zara app in which store a garment from its catalog is located.
