The crisis may be present, but not for fast fashion. , the group behind Zara, Bershka, Pull & Bear, and Massimo Dutti, recorded an exceptional financial performance in 2024, not only exceeding market expectations but also reaching new records in terms of revenue and profitability. The group's total revenue increased by 10.5% at constant currency, reaching the impressive figure of . According to the group's management, this growth is based on a strategy aimed at optimizing in-store operations, strong investments in logistics and production, and improvements in the commercial offer. The revenue increase naturally translated into higher profitability, with an 8.9% jump in EBITDA, or earnings before interest, taxes, depreciation, and amortization, which reached Meanwhile, net profit grew by 9% year-on-year, reaching 5.9 billion euros. Despite the excellent performance in 2024, . Between February 1 and March 10, sales rose by 4%, below the forecasted growth of 7-8%. However, in the past week, coinciding with the first signs of spring, sales rebounded by 7%.

Speaking with the press, CEO expressed enthusiasm about the results and confidence in Inditex's business model, while also highlighting an improvement in the quality of the group's collections as another key factor of success (creator Andrea Cheong, who reviews fast fashion collections, has a different opinion). Incidentally, this year marks the fiftieth anniversary of the opening of the group's first store. However, the real reason Inditex has been so successful is its strategy of , which has balanced expansion and efficiency: sales have increased with only 2% more commercial space, despite the total number of stores being 2.3% lower than in 2023. Over the year, gross commercial space increased by 5.8%, demonstrating Inditex’s ability to strategically allocate resources while maintaining a strong presence in physical retail. At the end of 2024, the group had a total of 5,563 stores across 214 markets—a relatively modest market share, but one that leaves room for long-term expansion, which is expected to be around 5% annually over the next two years, with an investment of . In addition to retail optimization, Inditex has heavily invested in logistics, with a two-year program allocating 900 million euros per year to improve its supply chain and make operations . In simpler terms, the group has become a powerful machine capable of analyzing market trends and creating products that match consumer desires in stores in ever shorter time frames.

At the same time, the group has announced the introduction of . These include Zara Woman The New, a collection aiming to redefine contemporary femininity; Massimo Dutti Gravity, emphasizing minimalism and refined tailoring; Pull & Bear We Are the Landscape, inspired by outdoor influences and urban life; Bershka Retro Sport, recalling vintage athletic aesthetics; Stradivarius Denim of Interest, dedicated to experimental denim; Oysho Back to Training, focused on performance sportswear; and Zara Home Editions, which offers a new approach to home fashion and decor. And while we can certainly continue to expect, at least for Zara, , it is clear that after the success of its initial experiments, the company is attempting to reposition at a higher level. A success that may be less creative and more rooted in back-office operations, but which nonetheless highlights how a group like Inditex is increasingly capitalizing on the void left in the middle market by luxury and premium brands, whose prices have been rising, leaving behind ever larger segments of consumers.