Market structures are classified into perfect and imperfect competition. The fashion industry is characterized by imperfect competition with different market structures, depending on the sector the company is in. Monopolistic competition defines the market of fast fashion, while the market of high fashion is better defined trough oligopoly. Perfect competition exists only in the theory, and it can be compared easily with monopolistic competition. The difference between this two structures is highlighted through the differentiation of the product. In perfect competition products are homogeneous, and in monopolistic competition may be homogeneous but differentiated. Differentiated products are those which have characteristics that allows to their manufactures to gain a competitive advantage versus competition. In perfect and monopolistic competition there are no barriers to entry or exit from the business, whereas oligopoly has numerous barriers to entry, survival and exit from the market. It should be noted that oligopoly involves only few major players, while in monopolistic competition there are large number of the companies in the business. In the world of fast fashion, the biggest competitors are H&M and Zara – the part of Inditex group, while in the world of high fashion there are only ten major players that count for almost the entire high fashion supply. Industry revolves around various fashion houses, and in third place is Kering – better known under its old name Gucci Group. H&M is a company with limited liability, which have in house production that limited its competitivity on the market as it can not respond to fashion trends and market demands fast enough; unlike company Zara. With highly developed supplying channels Zara is able to quickly adopt to market needs, it is able to copy very fast the luxury brands, that some high fashion brands could just dream on. Kering enjoys a well-balanced profile trough its geographical presence, the maturity of its brands and distribution channels that makes its product available all over the world. Differentiation of Kering is new distribution channel named omnichannel.