if Zara or any other generic can compete on these, you never were a luxury brand to begin with.

on the other hand Zara specific strategy of violating copyright deserves flack on its own. but it's unrelated with the problem at hand: a brand selling premium stuff at a quality point that's easily emulated is not premium, it's the equivalent of patent trolling in the digital world: they're trying to get a premium out of owning generic concepts like tote bags or high neck sweaters.