Inditex's heirs to rebrand Zara

Inditex, the owner of Zara, is attempting to improve its image and attract more customers by increasing prices and investing more in flagship stores in prestigious locations, such as Paris's Rue de Rivoli. This strategy has been successful in the past, and helped increase sales and profits by shifting higher costs onto consumers. Since Marta Ortega became the non-executive chair of Inditex in April last year, following the appointment of a new CEO, the company's shares have risen by around 50%. While her father owns the majority of the company, he has left the day-to-day management to professional managers, allowing Marta to focus on defining the strategy for the Zara brand and products. The company also plans to replace hard security tags with RFID tags sewn into clothing, reducing wait times at self-checkout registers.