Fashion industry


Fashion is becoming slower and wiser. With demanding millennials and generation Z that are more focused on sustainability, circular economy and shopping experience, fashion is more technology mediated, both in shopping experience and buying online. Innovation comes from material novelty and shopping experience driven by tech.

Research based on following companies:

Research Supported by:


Socio-cultural trends

  • Generation of Millenials and Generation Z expect constant support and comfort
  • Consumers expect a consistent brand experience at all times
  • Growth of global middle class, rise in migration
  • Customers find increasingly more value in experiences rather than things, shop online, look for personalised products & solutions addressing their unique set of needs and often turn to the social media for fashion advice and styling tips
  • Consumer demand for richer experience and greater convenience means that retailers need to rethink their strategy, both online and in stores

Technological trends

  • With the development of e-commerce, AI, VR and 3D printing, retail is changing into interactive technological experience
  • Smart technology use in stores
  • Shopping experience driven by tech (drone delivery, virtual shopping walls, smart fitting rooms; Use of AI for shopping experience)
  • Fabric and material innovation - spray on clothes, 3D textile home or self made/grown
  • Digital innovation is shaping the role of retail with wearable tech
  • Consumer shift towards online retail - digital acceptance
  • AI enabled Forecasting / targeting marketing

Economical trends

  • Purchasing power of millennials and Gen Z, Silver Economy
  • Increasing per capita disposable income
  • Surge in Purchasing power in Asian Regions
  • Improved trade weighted index
  • Uncertainty and shifts in global economy

Environmental trends

  • Retail is challenged with sustainability goals, focusing on recycling, environmental policies and circular and renewable sources
  • Ethical and sustainable fashion
  • Sustainable Material Sourcing (Bio-degradable)
  • 100% Circular and renewable value chain improvements
  • Circular economy principles are embedded throughout the value chain
  • Efficiency, transparency, mission orientation and genuine ethical upgrades

Political trends

  • Political shifts and instability influences the value chain and production cycle
  • Instabile geopolitical situation
  • Changing import and export regulations
  • Stricter governmental regulations on supply chain management
  • Using fashion to express political beliefs