Supply chain management has emerged as one of the major areas for companies to gain a competitive edge. Managing supply chains effectively is a complex and challenging task, due to the current business trends of expanding product variety, short product life cycle, increasing outsourcing, globalization of businesses, and continuous advances in information technology. Because of shorter and shorter product life cycles, the pressure for dynamically adjusting and adapting a company¿s supply chain strategy is mounting. In this project are compared two important companies :Zara and Benetton, a spanish and an italian one. These companies have different approaches that enable at the same result : satisfy customer¿s demand. ECR is an important suggest to supply chain management that had produced substantial results in other industry and that can be adopted as well in the clothing industry.