Each time the pilot store is adjusted, store managers receive photographs of the new layout so they can easily update their stores.
Store managers also work with local commercial teams to discuss any necessary changes that need to be made to the layout in order to cater to different local tastes and seasons. For example, if it is the cold season in one region, jackets and coats are placed near the front of the store. Meanwhile, in countries with hot weather, the reverse will be true at that time.
According to one visual-merchandising expert, Zara modifies the store layout in Asia to be more appealing to a younger crowd, as that is the retailer's primary customer there, she said.