Ways to Overcome a Period of Volatility by the Fashion Apparel Companies on the Home and Host Markets Exemplified by Zara in Spain, Russia and China during the COVID-19 Pandemic

Nowadays, uncertainty might be considered as a norm in the volatile business environment. Generally, when shock hits, it occurs unexpectedly impelling changes on the market as well as reshaping consumer behavior. Recent downturn triggered by the outbreak of Covid-19 pandemic might serve as a vivid example. To remain competitive under pressure of economic instability, companies may apply set of actions across its value chain addressing the key disruptions on the home and host markets. Combined measures aimed at cost reduction and revenue generation might be implemented to either minimize financial losses and return to profitability or prevent the future disruptions. However, it might be challenging to adapt to the new environment promptly identifying the possible ways to overcome a period of volatility in collapsed economy. The aim of master thesis is to identify the ways to overcome a period of volatility used by the fashion apparel companies on the home and host markets.