Made-To-Order: Can Zara Make the Shift to True Mass Customization?

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Arguably the original “fast fashion” retailer, Zara has been lauded for its products’ speed-to-market and in many respects, is an exemplar of the digitalized, vertically-integrated supply chain. However, with customers increasingly demanding one-of-a-kind, bespoke products, Zara must begin to invest in 3D design and manufacturing technology to enable true mass customization.