This report presents and analysis of the industry environment and success factors of a Scottish fashion retailer M&Co. that has been operating for more than 50 years in the Scotland, UK and in the Middle East. As the growth of online fashion retail is negatively affecting the sales and revenues of the physical stores, the companies must create new and innovative strategies by utilizing its resources and capabilities to retain their market share. In this context, this report also appraises the strategy of M&Co. through business model canvas, VRIN framework and Porter’s value chain analysis to evaluate its competitiveness in the market.