Linares Gaudó, María Ruiz Pardos, Manuela 2025 2025 This study dives into the analysis of how Zara, the flagship brand of the Inditex Group, uses digital communication and marketing strategies to build a strong global brand identity and differentiate itself from competitors in the fast fashion industry. The research focuses on understanding how Zara integrates digital tools, social media platforms and online shopping experiences to engage consumers and reinforce its market leadership.<br /><br />