LONDON—The Zara store in London’s Chelsea neighborhood received a new range of maxi dresses in various styles. After just one week, store manager Ana Oliveira analyzed the sales data and saw that the dresses with prints were selling much better in her shop than those in solid colors. So she moved the print designs to the tall rails by the entrance. They would be the first thing shoppers would see as they came into the store, she said.

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Persons: Ana Oliveira Locations: Zara, London’s Chelsea