Shedding the image of a fast-fashion label, Marta Ortega Pérez, Chairperson, Inditex, aims to elevate Zara’s image as a brand focusing on quality, and long-term sustainability.

Since taking over the leadership role in 2022, Perez has shifted the company's narrative from being solely about rapid trend replication to emphasizing ‘selling well’ rather than just ‘selling more.’ She is pursuing a strategy to align Zara's image more closely with high-end and designer fashion, distancing it from the budget-focused fast fashion image:

Under her leadership, Zara has increased its collaborations with major fashion industry figures, including renowned photographers like Steven Meisel and prestigious architects and designers like Vincent Van Duysen. These partnerships are used for campaigns and new store concepts, legitimizing Zara’s design discourse.

The brand has opened new flagship stores, such as the major Barcelona location to resemble museums or exclusive residential spaces. This transformation focuses on emotion, experience, and careful, intellectual design, aiming to seduce premium customers and appeal to a ‘residential sense,’ encouraging more frequent visits.

Ortega has explicitly stated that the new ambition is ‘not about selling more, but about selling well,’ suggesting a move toward higher quality, better design, and a potentially more deliberate pace than the traditional fast fashion model.

The strategy emphasizes bridging the gap between high street and high fashion, offering accessible yet high-quality clothes.

Inditex has set ambitious corporate sustainability goals, which directly challenge the high-volume, disposable nature of fast fashion. The company aims to achieve net zero emissions by 2040. It has set goals to significantly increase its use of recycled and ‘net-generation’ fibers. This includes targets for having a high percentage of fibers sourced from recycling processes or regenerative agriculture by 2030.

Zara is expanding circularity programs like Zara Pre-Owned, which encourages the resale, repair, or donation of used garments, thereby extending the life cycle of its products.

There is a continued focus on commitments regarding supply chain management, human rights, and the reduction of hazardous chemicals.

Additionally, Inditex is investing heavily in logistics and technology to support its new values. The company is implementing an extraordinary investment plan for logistics, including new distribution centers, to enhance efficiency and responsibility across its operations.

In essence, Ortega’s strategy is a multi-pronged effort to reposition Zara as a premium, design-forward, and responsible fashion retailer capable of competing with luxury segments, while still leveraging the efficiency of its supply chain. This shift is crucial for maintaining relevance in a market increasingly critical of traditional fast fashion's environmental and social impact.