X Hatke!

The founder of X, Amancio Ortega, opened the first X store in 1975 in a central street in downtown A Coruña, Galicia, Spain. Ortega named his store Y after watching the classic film Y the Greek, but apparently there was a bar that was called the same, two blocks away, and the owner of the bar came and said, “this is going to confuse things to have two Ys.” They had already made the molds for the letters in the sign, so they just rearranged them to see what they could find, and they found X! The first store featured low-priced lookalike products of popular, higher-end clothing fashions. The store proved to be a success, and Ortega began opening more X stores throughout Spain. During the 1980s, Ortega started changing the design, manufacturing, and distribution process to reduce lead times and react to new trends in a quicker way, in what he called “instant fashions”. The company based its improvements in the use of information technologies and using groups of designers instead of individuals

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