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Academic Paper from the year 2021 in the subject Business economics - Miscellaneous, grade: 1,3, Boston University, language: English, abstract: The purpose of this paper is to identify how Zara maintains its leadership through its specialization in quick fashion by analysing the internal and external industry environment by utilizing analytic tools, such as Porter’s 5 Forces and SWOT. This paper will also take a deeper look into the company's business model and marketing strategies. An in-depth case approach is adopted based on extensive secondary research that includes literature and press releases. In response to these findings, we suggest strategic recommendations by maintaining its status as a "quick fashion" pioneer, as well as dominating the emerging "ultra-fast fashion". Zara is the Spanish flagship store belonging to one of the world's biggest and most successful fashion apparel retailers, Inditex. The company is a multinational clothing company with thousands of in-store locations and an e-commerce presence.