This case study investigates the impact of ultra fast fashion on traditional fashion retailers, focusing on Zara. It examines the challenges and strategic issues arising from the rise of digital fast fashion firms like Fashion Nova and Boohoo, which leverage efficient supply chains and digital capabilities. The research identifies the need for Zara to undergo digital transformation and develop a robust digital corporate strategy to compete effectively. It explores the importance of adapting to changing social media trends and enhancing supply chain efficiency. The study uses both primary and secondary data, employing a positivism research philosophy and a deductive research approach to determine the influence of ultra fast fashion and propose solutions for Zara's strategic issues, highlighting the necessity for digital capabilities to thrive in the evolving global fashion industry. Desklib provides similar case studies and solved assignments for students.