Amancio Ortega set up the first Zara store in A Coruna in the north west of Spain in 1975. Marta Ortega started from the bottom at Inditex, stacking shelves at a Bershka store when she was 23. Ortega, whose father owns 59.3% of Inditex, has mainly worked in the background, leaving the spotlight to the CEO. "We feel that Marta Ortega has repositioned Zara slightly upwards," said Patricia Cifuentes, analyst at the investment banking arm of Spanish investment firm Bestinver. "Reinforcing that Zara sells fashion, not just clothes, has allowed Inditex to increase prices and protect the margins amidst the inflationary storm."

---