Zara is a Spanish fashion retailer founded in 1975. It is the largest company in the Inditex group, which includes Bershka, Pull & Bear and Stradivarius. The company specialises in fast fashion for men, women and children – products include clothing, accessories, shoes, swimwear, beauty and perfumes. Zara has been present in the UK since the late 1990s and has been steadily increasing its sales as its on-trend designs offered at competitive prices have struck a chord. Technology is a key part of Zara’s success. It opened its first technology-integrated store in London in 2018. The retailer prides itself on being fleet of foot – it produces five “waves” of designs each season, rather than just one collection, and it has a logistics network that is reportedly able to deliver products anywhere in the world within 48 hours. Zara has a policy of zero advertising, instead preferring to invest revenue in new store openings.