聊了许多设计师和奢侈品牌，这次我们决定换个方向，谈谈Zara，一个身在水深火热的快消行业，却依然活得很好的西班牙品牌。Zara代表了一种极致的效率：上新速度、销售反应、市场敏感度，都快得近乎机械。可在消费者对快时尚行业的可持续问题越来越警觉的今天，它却很少陷入争议。当“可持续”成为一种公众期待，Zara选择了回应哪些问题，又巧妙地回避了哪些？我们从快时尚行业的原罪，聊到Zara如何在同行被批评得体无完肤的同时，依然能全身而退。也聊到另一个角度：也许消费者能做的，并不是拒绝“快”，而是学着“把快用慢”。一件Zara的衬衫，如果能穿上三五年，也许比一件“环保”的奢牌T恤穿三次就在衣橱里落灰要来得更可持续。同时，我们还讨论了Zara正在“放慢”。它在门店空间、品牌视觉与设计感上的投入，正逐渐模糊“快时尚”的边界。与其说它是快时尚的幸存者，不如说是这个赛道的重写者。
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