During the last year there has been a globalization of trade. Because of the development ofmore sophisticated information's - and communication technology the boundaries and thephysical distance have been smeared out between company as well as countries. Furthermoreit generates that many companies have restructured to global value chains. Because of theincreased access the marketplace has become harder and more competitive than ever.Since the customers nowadays have more access to product information the consume patternsand behaviour has been changed. Through the increased knowledge the consumers requiresmore of the products. Today’s consumers values not only prise and quality but are alsodemanding quality products which are tailored to individual needs and tastes. Companiesfocus has changed from price to the ability to quickly respond on new trends and customerdemands. Fashion companies in the textile sector appear on a complex and unpredictablemarket where new trends and the demand shifts quickly. In order to be competitive on themarket the companies need to renew their range of fashion products several times in season.Fashion goods have a short life-cycle, measured in months or even weeks. Fashion productshave become a consumable and embarrassed in the concept fast fashion. Management of aneffective purchase process is therefore very important in order to meet the requirement onhaving the right product, in right quality, in right quantity at the right time.The purpose of the thesis are to investigate, describe and analyze the connection between thecase companies H&M and Zara´s different ways of deliver fast fashion in relation toward theconsumers understanding of them as a trend conductive on the market.In our paper we have been using a hermeneutist perspective. We have interpreted thecollected material, sow as responders attitudes about the case companies purchasingstrategies. The approach has been adductive and then we have been waged from bothcollected theory and empiric materials. The collected empiric material endure in a qualitativequestionnaire survey that lies to shallow for our analysis and conclusion. In the essay has boththe secondary and primary data compliments each other in order to achieve the study's aimand to answer to our problem wording.Through our analysis, we can come to the conclusion that the customers' view about Zara andH&M´s ability to deliver a fast fashion is very even in that sense that no company was beingidentified as better than the other. We can also make the conclusion that the customers'assumptions not only come from the products visible in store, but also from their own attitudetowards fashion and the company's accessibility and interaction with the customer. Anotherconclusion was that one of the most important attributes is a product fashion degree and that itis important that companies can apply a ”quick response” strategy in order to be successful onfashion the market. / Program: Textilekonomutbildningen