Inditex, Zara's parent company, is known for its success in "fast fashion," the ability to respond quickly to changes in the retail apparel industry. This case examines the reasons for its success by tying its strategy to its design, production, distribution, and retailing practices from both a process and people perspective. The links between this strategy and performance measures such as ROE and ROA can be discussed. Inditex's strategy can be directly linked to retail apparel industry challenges such as long lead times, fickle customers, and constantly changing fashions. Links among customers, capabilities, control, coordination, competition, context, culture, community, and cash (profitability) can be emphasized.