Digital Innovation
Inditex’s model seems to be close to that of the Apple Store, where the retail locations are showrooms and the actual purchasing takes place later online
morning after payday resembles the most decadent days of the Roman Empire as hordes (and I use the word precisely) hit the shopfloor in search of something for the weekend. The manic intensity of the shoppers, the ching from the tills, the queues out the door must surely be a sign of a business in its sweetspot moment. Who in their
right mind could possibly argue that this will soon be gone?
After closely watching the situation for many years, Inditex (the parent of Zara) finally took the plunge into online in September 2010. Their model seems to be close to that of the Apple Store, where the retail locations are
showrooms to feel the goods and the actual purchasing takes place later online. This is a 180 degree take on how people purchase cars, for instance, where the research takes place online and the actual purchase at a dealer location. Pablo Isla, the Inditex CEO, said he expected online sales to be “complementary rather than
21 entrepreneurcountry
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