< p > books written by most university professors are full of nutrients, but they are boring to read.

But a book called "New Science of Retailing" is not boring. The book was published by Harvard Business Press in 2010. The book is 252 Pages. The author adds Marshall Fisher and Anent Raman to Walton Business College of University of Pennsylvania.

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< p > this book introduces a lot of successful experience of < a href= "//m.pmae.cn/news/index_c.asp" > retail enterprise < /a >, such as Abercrombie & Fitch, Best Buy, Joseph A., /a, and so on.

Among them, my favorite is the discussion on Zara (Topic Reading).

The company is a fashion apparel retailer from Spain. Its founder is Amancio Ortega, who founded the company in 1975.

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< p > despite the fact that Zara was born in Spain, today Zara's retail stores are all over the world.

In August 28, 2013, the company established its first Russian store.

In the 2012 fiscal year, Zara's parent company Inditex sales reached $20 billion 700 million, of which Zara accounted for 66% of its sales, which amounted to $13 billion 600 million.

Inditex also has Bull&Bear, Massimo Dutti, Barshka, Stradivarius, Oysho, Zara Home and Uterque brands.

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< p > > a href= "//m.pmae.cn/news/index_c.asp" > Zara < /a "has always attached great importance to the role of designers and product managers. Their main products are women's fashion and women's sportswear.

In addition, the most important factor for Zara success is that the clothes they sell are produced by themselves.

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< p > today, Zara has the capability to sell new products to all stores in the world within two weeks.

The company hardly ever advertised and spent the rest on local production in Spain.

This enables Zara to produce clothing products that consumers like.

For the highly integrated design, planning, retail and production, the company can flexibly adjust and keep pace with market demand.

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The success of < p > Zara in the market is also reflected in the stock market.

The author of this book also analyzed the performance of Zara, a href= "//m.pmae.cn/news/index_c.asp" > Gap < /a > Limited Brands and other brands in the stock market. They found that the performance of Zara has been very pleasing through analysis.

The success of Zara illustrates that if retailers can accurately predict the needs of the market, they will be able to better control the market, get high profits, and perform well in the stock market, so that investors are satisfied.

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