Zara reorganises online sales

The use of RFID (Radio Frequency Identification) tags code allows precise data on the exact stock of each store to be collected. By the end of the year 2,000 stores will take part in the programme across the US and Europe. The system is part of Zara’s omnichannel strategy and it should result in better stock management with fewer mistakes made when sending clothing to distribution centres, which should allow the brand to better compete with online retailers such as Zalando and Amazon. According to Pablo Isla, the CEO of the Inditex Group, the integration of online and offline sales is a strategic challenge for the entire company. “The introduction of cutting edge RFID technology is one of the most significant changes in the history of the operations of stores from the Inditex group,” claims Pablo Isla. Polish fashion chain Reserved is also working on a similar system which it wants to introduce to its stores by the end of 2019. Inditex is present in 94 markets and has an online store in 46. In Poland, not only does the Spanish fashion retailer have an online Zara store but also operates other brands such as Pull & Bear, Massimo Dutti, Bershka, Stradivarius, Oysho, Uterqüe and Zara Home.