Selection Path of Business Model Innovation in Fast Fashion Enterprises from the Perspective of Windows of Opportunity-The case of SHEIN and ZARA

Based on the perspective of the windows of opportunity, this study explores the paths of business model innovation in fast fashion enterprises, using SHEIN and ZARA as case studies. The research finds significant differences between the two companies in terms of supply chain models, marketing strategies, and globalization approaches, reflecting distinct logics of business model innovation in the digital era versus the traditional retail era. The windows of opportunity provides enterprises with development prospects in the external environment, while dynamic capabilities determine whether enterprises can identify, seize, and leverage these opportunities. By effectively identifying and utilizing the windows of opportunity and further aligning dynamic capabilities, enterprises can enhance their business model innovation capabilities. This paper offers theoretical support and practical insights for enterprises to improve competitiveness and sustain high-quality development through business model innovation.