One of the latest HBS articles (ok, I have seen it being referred to in the blogosphere this week but got the chance to read it only tonight) presents Zara's strategical approach. It is strategy 101 exemplification of a company relying on a flexible production system (with three segments - women, men and kids), word of mouth marketing, (which is rather difficult), affordable and fashionable garments and high inventory turnover (frequent product changes). Those four variables are self-inforcing and create a system with sound attributes that Porter would claim to be an indication of the strategy continuity to sustainable competitive advantages: they show direction, present unique skills and they fit.