Porter’s five force analysis is an effective way to analyse the competition level in an industry and determine the strategy of business development for an industry. If we apply this model to the fast-fashion industry, there are various factors that come to light. Firstly, let us analyse the industry with respect to the threat of new entrants. It seems that for a new industry, there are potential new entrants that wish to enter the industry. However, there are various threats to a new entrant to restrict their entry into the industry. For the fast fashion industry, the potential threats can be huge capital requirements which product differentiation because there are already too many players dominating in this industry. The second factor is the threat of the substitutes. It is analysed that the threat of substitutes for the fast fashion industry may be in the form of buyer propensity to choose alternate brands for a lot of factors. These may be the need for better sizes or a variety of colours. There is always an increasing demand of products available at lower prices. Promotional offers are circulated by different brands every now and then. Hence, relative price performance of other brands can be a major threat for the other brands since customers might be more attracted to choosing and buying products during discount offers, sales or other promotional offers. Slashed prices which clubbed with other attractive offers can draw the attention of even loyal customers easily to choose another brand. In the times of cut throat competition, it is almost an impossible task to create brand loyalty (Porter, 1979).