The fast fashion giant Zara, the flagship chain of the Spanish group Inditex, has a presence with more than 2,000 stores distributed in 88 markets on five continents, thanks to its democratic fashion model that made it reach the closets of practically everyone.
Marta Ortega's ascension to the presidency of Inditex has been the most talked-about development around the Galician empire in recent months, but it has definitely not been the only one. From pet clothing to lingerie to shopping carts, sometimes it seems that Zara, the group's main brand, knows no limits.
This 2022, the pioneer brand of fast fashion has undergone a radical renovation that involves an increase in the price of its products, more sustainable policies, technological innovations, an alliance with the Kardashian and its first campaign with an influencer.
High demand in times of crisis has forced Inditex to meet delivery times, but to do so it needs to minimize risks and move geographically closer to its main markets. It was already one of the fashion giants that manufactured most of its products in close proximity, even before the coronavirus.
Approximately 60% of its garments are produced in Turkey, Morocco, Portugal and Spain. With a sales network of 6,477 points of sale, the Ortegas have found in these nearby locations a way to react quickly to the demand for certain products. The plan, as simple as it may seem, does not come cheap.
A New Sustainable Fast Fashion Concept
Sustainability has become a buzzword in the fashion industry, and although many brands and consumers strive to improve their environmental policy and commitment to the planet, it is the actions of powerful companies like Zara that make a big difference, which is why the fact that the brand formally commits to the cause is a huge step. Zara forms part of the Inditex group, which aims to use 100% Better Cotton cotton and recycled cotton by 2023.
Last February, Zara published an environmental roadmap covering the period up to 2040, where the company aims to achieve “climate neutrality”, which means zero greenhouse gas emissions. Its ambition is such that, by the end of 2022, it’s expected that at least 50% of all items marketed will be manufactured according to the standard of its “Join Life” campaign.
Since 2010, this label has served to identify products that meet Life Cycle Analysis sustainability standards, but will soon be taken further with the total elimination of single-use plastics, a redesign of packaging under the Green To Pack initiative and a reduction in the impact of water in the supply chain, among other proposals that place the brand closer to today's consumers, whose concern for the state of the planet is imperative.
Specifically, the company has created a line that looks to a sustainable future and is made with materials such as organic cotton, which consumes 90% less water than conventional cotton, recycled wool and Tencel, which reduces environmental impact. Zara Join Life guarantees exceptional environmental and social procedures in the production of items with this designation, as well as the use of the best available techniques and the most sustainable raw materials.