The Impact of Improving the Fast Fashion Business Model on Organization Performance: Case Study “Zara” Serbia

In the new era of business, known as Industry 4.0, in order to survive on the market and increase performance, more than before, organizations must adequately respond to new changes in a dynamic environment. For this reason, there is a need for changes in the existing business models of the organization, as an interdisciplinary topic, in order to better analyze the business of the organization and to direct the organization towards achieving competitive advantage. Today, much more attention should be paid to the construction of business models, as well as to their innovation, in order to improve the performance of the organization. The aim of the paper is to present proposals for improving the fast fashion business model of Zara in Serbia, after analyzing the business model of this organization in the Canvas framework. Also, the paper analyzes the impact of these improvements on the performance of the organization. The motive for writing this paper stems from the fact that a detailed analysis and improvement of business models is extremely important for the future operations of the organization. The paper provides an overview of the literature related to business models and points out the possibilities of innovation and integration of all changes into the already existing business model.