we use quantitative and qualitative of both primary and secondary resources to investigate the interaction of internal and external factors on the performances of FFQ. Consequently, opportunities and risks for the industry are explored. our expectation is that FFQ. players will continue to grow due to the new market potentials and consumers dynamism. However, these characteristics are insufficient to secure a sustainable performance due to the particular weaknesses of each player and the increasing threats of competition within fast fashion companies. therefore, based on Michael Porter's generic strategic, we anticipate that most players within FFQ might experience a shift from their current strategic positions in order to adapt to the changing business environment.