http://www.insideretailing.com.au/articles-page.aspx?articleType=ArticleView&articleId=4077
companies like ZARA and IKEA have taken advantage of their supply chain to have their competitive advantage. ZARA is able to get products to the market while they are trendy even though they cost more to produce, they sell more. IKEA can save money on unassembled furniture when transporting it and this savings are pass to the end consumers.