Textile and fashion retailers have long faced different challenges resulting from changing consumer patterns: fast fashion, digitalisation, urban tourism, emergence of shopping centres, etc. These processes compel retail businesses to develop different adaptation strategies, which brings them to reshape their value chains. In this context, this chapter examines how textile and fashion retailers are adjusting their store formats and locations to strengthen their competitive strategies. Large companies, more familiar with these processes, are usually the first to incorporate location changes into their business plans. Currently, one of the strategies of these companies is to concentrate their commercial activity in a few large stores located in central areas. Inditex, owner of well-known brands such as Zara or Massimo Dutti, is a good example of such companies. In an attempt to understand these urban processes in the retail context, we focus on the case of Zaragoza (Spain), exploring how retail companies such as Inditex address the spatial reorganisation of their stores in city centres. These new retail spaces incorporate digital resources that enable customers to experiment with augmented reality, provide places for the collection and return of online purchases and enhance brand image.