Cut from a new cloth

Spanish fashion retail giant Inditex, owner of brands such as Zara, is another global player exporting initiatives first introduced in China.

A global company with stores in over 90 markets and online reach in more than 200 markets, Inditex has launched a variety of collaborative products and experiences over the years, which integrate Chinese cultural elements and foster deeper connections with Chinese customers.

Eugenio Bregolat, president of Inditex China, said representative examples include collaborations with local designer brands to launch co-branded series, and partnering with renowned Chinese artists to debut global co-branded collections.

In April 2025, a collection co-branded with artist Lin Fanglu debuted in China and was simultaneously released in international markets, including Spain, the UK, Italy, Japan and South Korea.

"It is also noteworthy that since 2016, Zara has consistently launched zodiac-themed sweater collections in the Chinese market for 10 consecutive years, reinterpreting 'zodiac culture' through a modern fashion lens and establishing a significant tradition for the brand to celebrate the Chinese New Year with local customers," said Bregolat.

Inspired by China's livestreaming boom, Zara introduced "show style" livestreaming in China in November 2023. Combining the immersive feel of a fashion show with the real-time interaction of live broadcasts, it received positive market feedback. The brand later promoted the livestreaming concept in other markets, including the UK, the United States, and parts of Europe via Zara Streaming.

"These digital interactive formats have not only enriched the customer experience in the Chinese market but have also provided inspiration for other global markets. In the future, we will continue to leverage the digital ecosystem of the Chinese market to explore more cutting-edge retail experience models," said Bregolat.

These collaborations and initiatives not only demonstrate Inditex's commitment to the Chinese market but also reflect its brand philosophy of continuously enriching customer experiences through cultural dialogue and creative fusion, he added.

Lan, the senior analyst at Euromonitor International, said: "China has accumulated a wealth of repeatable practices in product iteration, channel coordination, community-based operations, and building high-quality, cost-effective models. When these experiences are applied to other emerging or even mature markets, they are effectively reshaping multinational companies' global operations. In the long run, this also means that China's voice within these companies will continue to grow, with its role evolving from simply contributing revenue to serving as an innovation incubator and testing ground."

During Shanghai's annual briefing on commerce and investment in March, Lu Shan, the city's deputy mayor, said Shanghai and China should serve as a top "training ground" for companies and brands to build their future competitiveness, where they can hone and cultivate leading product and supply chain capabilities.

"We believe that the market share of products co-developed in China will determine these companies' global market positions in the future," Lu said.

wang_ying@chinadaily.com.cn