Zara surpasses Nike as the world's most valuable fashion brand

Zara has become the world’s most valuable fashion brand, surpassing Nike, according to the Kantar BrandZ 2026 ranking. The Spanish brand, owned by the Inditex group, reached a brand value of $44.088 billion, representing an 18% increase from the previous year.

This shift highlights a transformation in how brands build relevance through artificial intelligence. While AI was previously used primarily for backend efficiency, such as demand forecasting and stock management, Zara is utilizing the technology to enhance direct consumer experiences. This includes the 2024 launch of a generative AI-based virtual fitting room, which allows users to create personalized avatars to visualize clothing items before purchasing.