With the advent of digital and social media, brands can now be es- tablished faster, cheaper, and on a larger scale than ever before. In this dynamic landscape, well-established brands are rapidly losing market share to smaller, niche brands that capitalize on new avenues to reach customers and disrupt traditional markets. The ease of bringing a brand to market is unprecedented, with digital media generating quick awareness and e-commerce platforms facilitat- ing distribution and transactions. Third-party logistics handle shipping, returns, and review engines provide valuable feedback for rapid prod- uct development. The traditional path of invention, production scaling, and expensive marketing has evolved. Spanish brands like Zara, Natura Bissé, and Estrella Damm are succeeding through direct-to-consumer models, strategic partnerships, and select retail placement. 78 FEATURED ARTICLES