Zara has reached one of the biggest milestones in its international career. The flagship brand of Inditex has become in 2026 the most valuable fashion brand in the world, according to the new edition of the global ranking prepared by Kantar, surpassing Nike, which had historically held that leadership within the sector.
The rise of the Spanish brand occurs within a report that reflects relevant changes in the international landscape of major brands, with the boost of artificial intelligence as one of the factors pointed out by analysts to explain part of the market transformation.
The report places Zara's brand value above 44 billion dollars, a figure that places it at the top of the global fashion business within this ranking.
A leadership change in the sector
The main novelty for the textile sector is the change in the first position. Nike had maintained the benchmark position in Kantar's fashion brand ranking for years, but the 2026 edition now places Zara at the top.
The move represents one of the most symbolic changes in the report, not only because of the international weight of both companies, but also because of what it represents within the global business of consumption and distribution.
Kantar's ranking measures brand value as a business asset, not subjective perception or popularity.
Among the keys pointed out in the analysis appears the use of technological tools aimed at improving the relationship with the consumer.
Kantar highlights the ability of some brands to reinforce more personalized shopping experiences and adapt more quickly to customer behavior signals. In this context, Zara is cited as one of the examples illustrating this transformation process within global commerce.
A ranking marked by big changes
The rise of Zara occurs within a particularly eventful edition of the global ranking. Google regains the world number one position among all brands after several years of Apple's dominance. The report also reflects the advance of technology companies and the growing weight of artificial intelligence within the global business ecosystem.
Among the most striking movements is the strong growth of ChatGPT within the ranking, in an edition clearly marked by the impact of AI on brand value.
Spanish presence in the ranking
The leadership of Zara also reinforces the Spanish presence in a ranking traditionally dominated by technological giants and large American and Asian multinationals.
Alongside the Inditex firm, other Spanish brands such as BBVA and Santander appear among the national companies with the highest value within the analysis.