Fashion group Inditex, parent company of Zara, has said it remains steadfast in its commitment to sustainability, digital transformation and tailored consumer experiences in China.

Eugenio Bregolat Lukashov, president of Inditex Greater China, said the company is optimistic about its prospects in China as a strategic market.

The company will continue to invest in store refurbishments, customer service and employee training, said Lukashov.

"With China as a core part of its strategy, Inditex is well positioned to navigate the demands of the Chinese market, drawing on its pillars of sustainability, digital integration and customer-centric innovation," he said.

It is the fifth time that Inditex has taken part in the China International Import Expo. Lukashov said the event is significant as a platform to engage with partners and consumers.

Each year, the event allows Inditex to showcase innovations and connect with Chinese customers in a dynamic market, he added.

"To meet the demand from Chinese consumers, we have provided quality fashion options through introducing pop-up stores, premiering global collaborations and local team-ups," he said.

Inditex's physical stores in China are evolving beyond traditional retail spaces to become destinations for immersive, artistic and omnibrand experiences, said Lukashov.

A new flagship store will open in Nanjing, Jiangsu province, designed with local tastes in mind and featuring an in-store coffee shop.

By enhancing stores with modern designs and interactive elements, Inditex is redefining the purpose of brick-and-mortar retail in the digital age. "Stores today are less transactional and more experiential," Lukashov said.

Inditex's approach prioritizes quality over quantity in its physical presence, focusing on personalized store designs that reflect each market's unique consumer demands.

Recent examples include the opening of a smaller, temporary store on Shanghai's Anfu Road, a popular shopping destination, which would not be a place they would open a big store. "Consumers are changing the way they shop and how they spend their free time, so we need to adapt to these changes in their lifestyles as well," he said.

To better connect with Chinese consumers, Inditex has collaborated with Chinese designers. The latest collaboration with AO YES will launch in January for the Chinese Lunar New Year. Building on past partnerships with designers like Susan Fang and Calvin Luo, the company plans to increase the number of collaborations with Chinese designers next year.

The company has expanded its presence across local digital platforms. The company entered new e-commerce channels, including Douyin last year and JD this year, adapting to diversification of shopping habits.

Inditex has also invested heavily in livestreaming, which was piloted in China and has gained traction worldwide. Inditex's livestream sessions often attract over a million viewers, allowing it to directly connect with a new generation of customers.

The executive said they have exported the way of livestreaming in China to their markets globally.

"China is not only a retail hub, but also a market where we can learn and export these trends globally," he noted.

Inditex has implemented standards across its supply chain to ensure environmentally friendly practices, including the recent elimination of plastic bags and the integration of energy-saving sensors in stores.

"Sustainability is not a department; it's a way of thinking and is applied to everything we do," he said.