2023年，首席执行官Óscar García Maceiras提出三年内在美国翻新、扩建或新增至少30家Zara门店，目标城市从New York、Miami延伸到Baton Rouge和Frisco等增长迅速的郊区，以获取追求低价潮流服饰的年轻消费群体，并考虑独立运营Zara Home与Massimo Dutti。该规划旨在利用美国腹地的零售增长潜力，扩展此前主要依赖欧洲的营收结构。此阶段的公开声明强调美国为关键战略市场，并突出门店网络升级的规模目标。

到2025年初，美国Zara门店数量仍为99家，与2023年持平，即便全年完成9个项目，且仅有1家Massimo Dutti在Miami。美洲区销售额占比从2023年的19.6%降至18.6%，显示增长放缓，并受到美元走弱影响。美国消费者因通胀与关税压力转向更便宜的Shein与Temu，使Inditex在疫情后超过10%季度增幅的表现难以维持。Zara在美国坚持仅于感恩节后单日提供有限折扣的策略，在竞争对手延长Black Friday促销周期的环境下承受更高压力，使假日季成为关键节点。

For decades, the Spanish fast-fashion company maintained a limited U.S. presence, centered on coastal cities. About a decade ago it expanded nationwide through e-commerce while adding few stores. After Russia’s 2022 invasion of Ukraine, Inditex sold more than 500 Russian outlets and shuttered hundreds in Asia, shifting the U.S. into its second-largest market after Spain, ahead of the UK, France, and Germany. This represented a marked redistribution of regional sales weight.

In 2023 CEO Óscar García Maceiras announced a three-year plan to refurbish, enlarge, or open at least 30 U.S. Zara stores, from New York and Miami to Baton Rouge and Frisco, targeting young suburban consumers seeking low-cost trends. Plans also included possible standalone Zara Home and Massimo Dutti stores. The strategy aimed to leverage growth in the American heartland and diversify revenue beyond Europe. Public statements positioned the U.S. as a critical market and highlighted the intended scale of store upgrades.

By early 2025 Zara still had 99 U.S. stores, the same as in 2023, despite completing nine projects, and it operated only one Massimo Dutti in Miami. The Americas’ share of Inditex sales fell from 19.6% in 2023 to 18.6%, reflecting slower growth and a weaker dollar. Inflation and tariffs pushed U.S. shoppers toward cheaper rivals such as Shein and Temu, challenging Inditex’s post-pandemic streak of 10%-plus quarterly sales growth. Zara’s practice of offering limited discounts only on the day after Thanksgiving is harder to sustain in a market where competitors extend Black Friday promotions for weeks, making the holiday season disproportionately important.