Seminar paper from the year 2019 in the subject Business economics - Information Management, grade: 4.0, , language: English, abstract: In this case study, the fashion retail industry its technological adaptability is analyzed in terms of which problems are going to be solved as well as how can startup help to solve the challenges the industry encounters. Through a newspaper article, the four major problems and potential solutions could be identified. A discussion about course-related content and the industrys problems identified opportunities.The theoretical framework of research about return rates as the identified major problem in the fashion industry analyzes by evaluating the technological product of startups and how it really benefits the fashion brands and retailers.