Why so long ZARA?

When trends are hot and happening at every turn and street corner, would it be considered wise or the paradoxical to jump in and strut with the rest? Or should one rather make their augmented marketing mark after the rest have ran?

Earlier I came across a cascade of stylish lifestyle images featuring street style photography from Roy Of The Street and Citizen Couture and a few celebrated international bloggers on Zara's site. It seems Zara blooms four steps behind other established brands as it takes on the  social tastemakers -the bloggers- to showcase its clothing through their personal style. It is the likes of Caroline De Maigret, Yasmin Sewell, Sofia Sanchez Barrenechea, and Cate Underwood that now contribute to selling ZARA to the public.
I am keen to see how this develops for ZARA after seeing this project on Pinterest.

 credit: zara.com