The recent and ongoing geopolitical tensions are driving global fast-fashion firms to reassess their production and market strategies. On the supply side, many companies started to relocate their production bases to other countries. On the demand side, there are also several companies that have aggressively pursued market diversification strategies by expanding their geographical presence beyond the United States, particularly into Australia and Europe. This research focuses on ultra-fresh fashion companies—an emerging fast-fashion business model—and examines how tariff policies influence their strategic decisions and performance amid these evolving geopolitical dynamics.