Our founding goal was to democratize fashion and deliver fashion that moves millions of people around the world every day. Technology is only the force to achieve that goal; it can never replace the human element of our business.
At 10 a.m. on Mar. 3 at Inditex headquarters in Arteixo, Galicia, Spain, Óscar García Maceiras, 51, the Inditex chief executive officer, defined the essence of fashion in the age of artificial intelligence this way. Cutting-edge technology is changing the industry, but people must remain at the center of fashion.
A former lawyer and banker, he joined Inditex as general counsel in 2021 and rose to CEO that November. He is considered a key figure who ushered in Inditex's second-generation management era alongside chair Marta Ortega, 42, the youngest daughter of founder Amancio Ortega, 90, who became chair in April the following year.
Under their leadership, Inditex delivered clear results. In the 2022 fiscal year (Feb. 1, 2022–Jan. 31, 2023), net profit rose 27%, and in the recently released 2025 fiscal year (Feb. 1, 2025–Jan. 31, 2026), both revenue and net profit hit all-time highs. Meeting Korean media for the first time that day, CEO Maceiras, in a calm yet firm tone, laid out Inditex's survival strategy and future plans.
◇ Successful landing of second-generation management, inheriting the founding credo of "fashion democratization"
CEO Maceiras first addressed the meaning of the leadership change. On the second-generation management that took full shape in 2022, he said, "The founder's family taking the helm is encouraging for the continuity of the business, the founder's legacy, and the mid- to long-term vision," adding, "Our goal is to grow sustainably while preserving our unique culture and values." He continued, "We will be a company that excites people every day, maintains strong partnerships with partners and shareholders, and creates quality jobs."
The legacy he emphasized at Inditex is the "democratization of fashion," which has continued since its founding in 1975. At a time when design and beauty were the preserve of a few, Amancio Ortega's vision that "everyone should be able to enjoy fashion" was the starting point of Zara, and it still remains the root that supports Inditex.
CEO Maceiras said, "Our promise to constantly respond to customer needs while upholding principles of design and quality, and to offer sustainable fashion at reasonable prices, still holds," adding, "Enabling anyone in the world to enjoy fashion is our unchanging value."
◇ AI is only a tool; it cannot replace fashion's "human connection"
Inditex manages inventory in real time for about 5,500 stores and online channels across 98 countries through its integrated supply chain system, the Inditex Open Platform (IOP). Thanks to accurate demand forecasting and responsive production, the inventory rate is kept below 1%. While revenue grew about 12% in the 2025 fiscal year, inventory assets actually fell 0.7%. In other words, it has completed a "low-inventory, high-efficiency" structure—selling a lot while keeping inventory low.
But CEO Maceiras stressed an approach that uses technology proactively rather than blindly trusting it. "When we operated just one store, technology meant the founder personally visiting the store and asking employees about customer reactions. As stores increased, phones and faxes took over, and now a digital dashboard relays information in real time. We have been adept at using technology from the very beginning."
Although AI is used actively in process control and virtual fitting in the online app, he explained it is ultimately a tool to enhance the customer experience. He said, "Fashion helps customers realize the self they want to show the world," adding, "That emotional and human connection cannot be replaced by AI. AI is an auxiliary force that helps teams achieve their goals; it cannot replace the human values that are the essence of our business."
Zara Diagonal in Barcelona, designed by Belgian architect Vincent Van Duysen, symbolically embodies this philosophy. While presenting a refined spatial aesthetic on the surface, behind the scenes a smart fitting room and a radio-frequency identification (RFID)–based unmanned payment system operate—Inditex's preferred way of applying technology.
◇ New products delivered twice a week… why it poured €1.8 billion into logistics infrastructure
Inditex's unrivaled edge comes from the speed at which it supplies new products to stores worldwide twice a week. This is possible thanks to a directly controlled logistics infrastructure anchored by 11 logistics centers in Spain. Inditex invested €900 million each in 2024 and 2025, for a total of €1.8 billion (about 3 trillion won), to build out logistics infrastructure.
CEO Maceiras said, "No matter how great a product is, if you cannot deliver it to the place and time the customer wants, the business model will not work," adding, "To keep our logistics capabilities and the model's robustness, investment in technology and physical infrastructure is essential." He also explained that this investment is not just about expanding facilities, but also about enhancing employee experience and sustainability.
◇ "Korea is a global trend hub"… second ZACafé to open in August
Inditex, now in its 18th year in Korea, operates 45 stores across Zara, Massimo Dutti, and Zara Home. Last year, it opened ZACafé, the company's fourth food and beverage store worldwide and the first in Asia, at the Zara store in Seoul's Myeong-dong Noon Square, and it also rolled out collaboration products with Korean designer brands such as Ader Error and Andersson Bell.
CEO Maceiras called Korea "a key hub for creating global trends." He said, "Korean customers are leaders driving global trends," adding, "There are more and more cases where collaboration projects that started in Korea are expanding into global projects."
Inditex will pick up the pace in Korea this year. It will open a Massimo Dutti flagship store in Yongsan-gu, Seoul, in late July, and in August it will relocate and expand the Zara store on Gangnam-daero while unveiling the second ZACafé. CEO Maceiras said he is "also planning a visit to Korea this fall," expressing anticipation.
He closed with a message to the younger generation taking on the fashion industry. "Fashion is a means of expressing oneself and beauty itself. Do not lose your vision for creativity and innovation. Leaving your zona de confort every day—that is the power to keep moving forward."