Seeing New Products in the Stores makes Consumers Happy:)

“Recent studies have shown that when consumers go shopping and discover something new, the brain releases dopamine and serotonin (chemicals associated with feelings of well-being, happiness, and addiction). As Dr. David Lewis, the director of Mindlab International, has said: "Shopping experiences trigger brain activity that creates these 'euphoric moments'™ But what is most interesting is that these 'euphoric moments' can be created by the frequency of new items in the stores and the expectation of finding something unexpected."

Could it be the main reason of Zara's success?:) 

From: Lewis, Robin. “The New Rules of Retail.” St. Martin's Press,