How Zara overtook Nike and what it reveals about the true value of brands
In 1975, Amancio Ortega opened the first Zara store in A Coruña. Half a century later, that store, born far from the major traditional fashion centers, has become the most valuable fashion brand in the world. The most important story is not that Zara has grown. The important story is what kind of value it has built. According to Kantar BrandZ 2026 , Zara has…