Retail is of great importance to the global economy because it enables the efficient distribution of products and services to end consumers. The retail sector supports a large number of jobs and substantial economic activity in every country. Fast fashion, as an important segment of clothing and accessories retail, stands out for its ability to quickly respond to trends and changes in consumer preferences. However, fast fashion also poses environmental and social issues due to high resource consumption and often low product quality. The marketing mix, a concept encompassing product, price, distribution, and promotion management, is crucial for the success of companies like the Inditex Group in the fashion market. Proper management of the marketing mix enables companies to meet the needs of their target markets, differentiate themselves from the competition, and build a strong market presence, thereby ensuring longterm success and business sustainability. Through continuous innovation, adaptation, and sustainable practices, companies can achieve a lasting impact and contribute to positive changes in the fashion industry.