The Quick Response Method

The concept of Quick Response (QR) is used to create new, fresh products while also drawing consumers back to the retail experience for consecutive visits. Quick response also makes it possible for new technologies to increase production and efficiency. The Spanish mega chain Zara has become the global model for how to decrease the time between design and production. This production short cut enables Zara to manufacture over 30,000 units of product every year to nearly 20,000 stores in 58 countries. New items are delivered twice a week to the stores, reducing the time between initial sale and replenishment. As a result, the shortened time period improves consumer's garment choices and product availability since, in Zara's case, a new mini-collection is released every two months. New technologies are constantly being pioneered to accelerate quick response. Recently, the continuous inkjet printing process was introduced from the combined effort of Dutch printing company Osiris, and the French inkjet specialist Imaje. The process uses image editing software to convert screen printing into continuous digital printing. The digital printing continuously recirculates the unused ink back into the system instead of the stop start method used by the traditional screen printing method. As a result, the recirculation results in a reduction of preparation time and a reduction in ink costs because of fewer waste products.