Research Paper undergraduate from the year 2008 in the subject Business economics - Business Management, Corporate Governance, grade 1,3, University of Applied Sciences Berlin, course Strategic Management, language English, abstract In the increasingly competitive and changing fashion retail market the two European fashion retailers Hennes Mauritz HM and ZARA have explored the market possibilities in different ways Both companies have chosen unique and very opposite business models and growth strategies which had enabled them to expand quickly and successfully beyond its own borders. Whereas HM focuses on outsourcing production, ZARA relies on controlling every step of the value chain. Whereas HM follows an aggressive marketing and PR strategy, ZARA does virtually no advertising. But both companies known for their fast fashion dress fashionable people around the globe and compete for the title of the largest clothing retailer in Europe in a league of their own. Thus, two main question