In 90% of cases, when I speak with business owners about their goals, their faces light up when they mention Zara. If I ask them what they aim for, the response is almost unanimous: “I want to be like Zara.”
As you may know, I worked for the Inditex group, specifically at Massimo Dutti.
It was an incredibly enriching experience in every sense—one of the most rewarding stages of my life, and one I look back on with pride. While working for a multinational company is not what defines me the most, I must admit that its dynamism and professionalism helped me gain knowledge that would have otherwise taken years to acquire.
Today, I’m not here to tell you how Zara operates, but rather why I believe Zara—and the Inditex group as a whole—has achieved, maintains, and will likely continue to achieve success.
In my view, Zara was, in many ways, the brand that democratized the fashion industry. If you think back, when Zara opened its first store in 1975, fashion was a luxury reserved for the elite—those who could afford it. For most people, fashion was unattainable; you either had money or you simply weren’t “fashionable.” Zara changed that.
On Zara’s website, you can read
“1976–1984: Zara’s fashion-forward concept receives a positive social reception, enabling the brand to expand to major Spanish cities.”
Positive social reception: That’s it! When Zara first opened, I remember working as a designer at Mango which was already a recognized brand at the time. But Zara’s prices—oh, the prices! Even though people criticized the quality, it didn’t matter. It was affordable. I recall company directors boasting about how little they paid for a T-shirt at Zara.
How did Zara achieve this? Or what’s the secret? Does it even matter that much? In my opinion, what really counts is Zara’s commercial vision: their incredible creativity in commerce, their speed in execution, and, most importantly, their creation of a new system that redefined and elevated the concept of “Fast Fashion.”
Of course, the Inditex group has faced criticism. Some argue they copy others, lack ethics, and push suppliers to the limit. But let’s be honest—who hasn’t purchased something from an Inditex brand?
Still, the real question is: Why aim to be like Zara and not Armani or Prada? Better yet, why not strive to be yourself?
So, do I think you should aim to be like Zara? No. Instead, focus on building your own identity, company, and success. Be yourself 🙂