As one of the original proponents of the 'fast fashion' concept, Spanish retailer Zara holds an enviable position in the global apparel market. While a handful of competitors - including Mango, H&M and Topshop - have achieved similar degrees of success by emulating the Zara-pioneered business model, others hoping to cash in on the winning formula should instead try to create their own niche, according to Zara expert Professor Jose Nueno.