Can Zara keep its standing as the leader in it's market?

The $9.4 billion dollar brand known as Zara is doing very well in today's market.  The brand, owned by Inditex Group, has over 2000 locations worldwide, and according to Forbes "renowned for its ability to develop a new product and get it to stores within two weeks, while other retailers take six months." While doing some more research, I found that Zara has some unique traits that others don't.

Daniel R. Piette, chairman & CEO of LV Capital once described Zara as “possibly the most innovative and devastating retailer in the world,” What sets Zara apart from other specialty apparel retailers is its focus on having a limited inventory, short supply chain, and authenticity in the European market. Zara produces about 11 thousand styles each year, which adds up to nearly 5 times as many as a comparable retailer would typically produce. They are produced in small batches, keeping things fresh and “in style” at all times. Because of this model, customers shop at Zara an average of 17 times a year, compared to 3 or 4 times for a competitor.

Zara manufactures a greater percentage of its clothes in Spain, Portugal, and Morocco than it does in Asia, giving it the competitive advantage of being able to react exponentially faster to new trends and demand. Although clothes can be manufactured cheaper in China, Bangladesh, and India, Zara seems to treat fashion as a priority to cost.  Obviously, it has worked out quite well for them. Because of Zara's business model, the brand outperformed others such as Gap and H&M in the recent economic downtown. 

Can Zara keep this market lead? I am skeptical.  With the newer generation dictating what they want to have in style, all brands will most likely be wary of Zara's strategy and will copy it.  And with the evolving convenience of technology, brands may emerge like Zara that are always changing their styles, but can quickly get the new clothes made in China.