Zara and her sisters, with 3,626 shops across the world, are the indisputable global leaders in the textile sector, under the careful guidance of founder, Amancio Ortega. Many people have tried to recreate its magical formula, but the secrets to Zara's success have until now been closely guarded.

These are many speculative theories that try to explain the incredible success of the Inditex group ranging from clandestine workshops full of ill-treated employees to capital coming from unmentionable sources. But of course they are not true and in fact it is hard to believe that the secret of Zara's success consists of normal strategies such as choosing the right employees, training them and passing responsibilities on to them. It is also about investing in the best location, even if this costs a huge amount of money and having the facilities ready to react quickly to unforeseen events. And of course above all, their success lies in listening to their customers.

Enrique Badía has managed to get inside Zara's world in this fantastic business history book, and uncover the secrets to the success of this giant company.

Reviews for the Spanish Edition: 
 
'The author of this book clarifies all legends about Zara in order to explain the key to success of a company that at first sold housecoats and later on has become the second biggest clothes seller in the world.' - El País 
 
'Analyzing in detail the history of a company, especially if it is on active service, represents a very important action for those who have already begun to build their own businesses, work in other sectors but want to know more about other cases.' - ABC

Prologue
Introduction
A Place Called Arteixo...
An Entrepreneur Called Ortega...
And Some Ideas Gestating
A Family From a Garage in Search of Gaps in the Sector
The Concept Takes Shape: Manufacture Becomes Industrial
Market and Customer… the Start and Finish of Everything
The First Attempt to Open a Shop Doesn't Take... but the success of Zara Can be Seen
Logistics: The Challenge of Marrying Production and Distribution
Thinking Big: Galicia is too Small...
And Spain, too
Concepts Aimed at Reaching Everybody: Adding Chains
On the Road to the Stock Exchange
The Market Price
Isla for Castellano. The Light and Shade of a Scare in the Form of a Crisis
A Model for Management
Amancio, Inditex and the Future ... With the Family?
Epilogue
Appendix
Notes

ENRIQUE BADÍA has had extensive experience in both journalistic and business areas. As well as a career in radio, Badía has worked for the Spanish journal El País, he was the vice-editor of the economic Spanish journal Cinco Días, the editor and publisher of Cambio 16, the editor of Diario 16, the press office director of the Chairmanship of INI, Instituto Nacional de Industria, (National Institute of Industry), the press office director of the Chairmanship of Iberia, the director of Acesa (Spanish motorway management and mobility services company), the managing director of the Spanish consultant company EFM, the assistant director of the Chairmanship of Airtel and the director of the CMT (Telecommunications Market Commission). He is a consultant, economic analyst and a regular media columnist. He is also the author of Rumasa (Planeta, 1983) and a member of the editorial board of LID since 1996.