Compared to other competitors such as H&M who only update new models once a season, Zara restocks twice a week to pursue the latest fashion. Instead of spending an average of 3.5% of revenue on advertising, Zara only spends around 0.3%. Zara spends more on operating technology, decorating stores, innovating and keeping products cheaper. Zara relies on its stores to build its image and has specialists whose main job is to keep changing the store layout every week. As a result, Zare's trendy and changing stores encourage shoppers to come back again and also mean that customers need to purchase their preferable products quickly before they are sold out due to low prices.