To respond to customer demand is an objective of a retail operation. Each company aims to improve their retail operation by implementing strategies, particularly in fashion retailing where they have different customer characteristics. Such strategies result in using speed to the market in fashion retail competition. Although many companies implement a strategy, they cannot always succeed because there are many factors that could make the strategy ineffective, such as the lack of analyzing company operations. The case study, ZARA, is an outstanding company which implements and uses operations strategy effectively for competitive advantage without focusing on the economies of scale like other competitors. Effective operations strategy made ZARA become one of the most famous and successful fashion retailers.