Int. J. Teaching and Case Studies, Vol. 12, No. 1, 2021 1 Copyright © 2021 Inderscience Enterprises Ltd. The reasons behind Zara’s success: evaluating the value chain Ana Rita Canelas Luz* University Institute of Lisbon (ISCTE-IUL), Av. das Forças Armadas, 1649-026, Lisboa, Portugal and Nottingham Trent University (NTU), 50 Shakespeare St., NG1 4FQ, Nottingham, UK Email: rita.canelasluz@gmail.com *Corresponding author Paul Wreaves Nottingham Trent University (NTU), 50 Shakespeare St., NG1 4FQ, Nottingham, UK Email: paul.wreaves@ntu.ac.uk Marco Antonio Catussi Paschoalotto Nova School of Business and Economics (NOVA-SBE), R. Holanda No. 1, 2775-405, Carcavelos, Portugal and University of São Paulo (USP), São Paulo, Brazil Email: marcocatussi@gmail.com Abstract: Experts have studied the leading apparel company at providing fast service at affordable prices for a long time. Therefore, the present study is an attempt to evaluate the value chain of Zara within the context of the fast fashion market. A set of reasons have been gathered to explain the reasons behind such a successful supply chain, starting from the business strategy to future challenges and recommendations. What is more, the findings are close relationships with suppliers with collaboration as key; a global buyer-driven value chain with intrinsic information flows from customer feedback to the stores’ managers, directly to the headquarters; independence of workers providing a fast response and flexibility. Keywords: value chain; supply chain; case-study; fast fashion industry; Zara; apparel business; evaluation.