Finding Your "Game Changer"

First of all, when it comes to whether or not a company should invest in IT, the choice will usually be invest. The benefits of using the most state of the art technologies greatly outweigh using a creative or "maverick" approach. Although that answer seems clear, a company like Zara blurs the lines of whether an investment in IT is actually the right move. Personally, I couldn't deal with that sort of shopping experience. I want to get in and get out, easily finding what I need and getting the help I need. I also like my clothing to last more than a week, but hey that's just me. Zara, though, has found a market that is the anti-me. A company must look at their core competencies and decide if a move toward updated, state of the art IT goes with those core competencies. Although I would push for Zara to institute some sort of hybrid IT system that would still allow them to be innovators as far as their trendy approach goes, I think Zara might be one of those companies that is better suited to being a "maverick" in the clothing industry.
I think that one of the important things that companies must do is try to make the new competition move closer to them. Creating a system that works for you is important. Creating a system that others see as a system that they must make work for them is a game changer. IT or no IT, if something makes you the industry leader go with it... for a while. Always be fine tuning your system. Zara had no IT, everything was on the racks and all styles were "first come, first served." A hybrid system is a way in which Zara can keep their trendy system in tact, while jointly making their system more error free. Their system was a game changer giving them control of the market. The addition of IT is a way for Zara to maintain that hold.