by Alison DeNisco Rayome, TechRepublic (excerpt)

In this recent TechRepublic article on digital initiatives at clothing retailer Zara, Brian Solis advocates for careful consideration of the consumer, in addition to technological and societal trends.

From the article:

Many companies in non-technical spheres are becoming digitally aware and proficient, according to Brian Solis, an analyst at Altimeter. However, most are advancing very slowly.

Whatever digital project a company chooses to undergo, the customer’s needs must be considered first and foremost, Solis said. “I highly recommend that companies understand how consumer behaviors, preferences, expectations, and values are changing as digital impacts their life and work,” he added. “I also recommend plugging into technology and societal trends to understand what’s possible and impactful in practice.”