Zara owner Inditex is accelerating its digital development. Apart from a highly publicised app with which customers can bring the windows to life on their mobile screens with augmented reality images of models wearing latest designs, Inditex of Spain is now achieving 10% of its €25.3bn group sales online. Inditex has 19 warehouses globally dedicated to fulfilling online orders. Although margins are falling, the group claims it is more the effect of adverse currency exchange than the internet business. It is rolling out a centralised inventory system using RFID, already operating at Zara. Another of Inditex's strengths is the ability to get new designs in store in as little as 15 days, which is also what Asos and Zalando can do.

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