The industry has seen a recent change in logos. In 2018, brands such as Burberry, CELINE, Balmain, and RIMOWA have successively released their new typefaces. Usually the reasons for trademark replacements are due to the replacement of the designers or design direction, and so on. This ZARA trademark change has not been widely publicized, but in fact, ZARA has been testing the waters since last year. From the opening of online stores in 106 new countries, to the release of the brand's first lipstick collections, to the opening of conceptual stores in Shanghai, etc., each initiative is in line with the current consumer demand for trends. New innovative trends from ZARA are worth paying attention to.