According to The Business of Fashion and McKinsey & Company’s recent ‘State of Fashion 2022’ research, the global fashion sector is likely to recover in 2022, with fashion sales exceeding 2019 levels by 3-8 percent. Furthermore, the strongest recovery will occur in China and the United States, with Europe following behind. The following are some of the noteworthy highlights of the newest report: The primary problem for industry will be supply chain concerns, which will slow the rate of recovery, with 67% of enterprises expected to raise prices next year. Sustainability will remain a top priority for the fashion sector, with 60% of firms increasing investment in closed-loop recycling solutions to decrease environmental impact; 32% of industry executives see digital as the most promising development potential, followed by sustainability (12 per cent).
The research is based on an examination of exclusive interviews with senior industry executives and a poll of more than 220 worldwide fashion executives and experts, and it offers an authoritative perspective on the industry’s future prospects.
Main Area of Research:
Recovery from Covid-19-related economic shocks will be uneven across consumer markets and sourcing regions, as countries with strong healthcare systems and economic resilience outperform. In this patchy environment, fashion players with international footprints will need to look at investment decisions with precision, reassessing local conditions regularly while mitigating for market-specific risks.
The fashion industry is reliant on an intricate web of global supply chains that are seeing unprecedented levels of pressure and disruption. With logistical logjams, rising shipping costs and shortages of many kinds adding new layers of complexity, companies must rethink their sourcing strategies while implementing cutting edge supply chain management, and building in greater flexibility to keep products flowing with customer demand in the year ahead. 49% of fashion executives signaled supply chain disruptions as the top theme to impact their business in 2022.
Travel has traditionally been a key driver of luxury spending, but international tourism is not expected to fully recover until between 2023 and 2024. To capture the shift in shopping patterns set to shape the year ahead, luxury players should engage more deeply with domestic consumers, rebalance their global retail footprints and duty free networks and invest in clienteling for local e-commerce channels.
After focusing on the likes of loungewear and sportswear for nearly two years, consumers will reallocate wallet share to other categories as pent-up demand for newness coincides with more social freedoms outside the home. To anticipate these nuanced and sometimes paradoxical preferences, brands should lean more on data-driven product development, adjusting their inventory mix accordingly to ensure that assortments resonate with consumers adjusting to new lifestyles.
As consumers spend more time online and the hype around the metaverse continues to cascade into virtual goods, fashion leaders will unlock new ways of engaging with high value younger cohorts. To capture untapped value streams, players should explore the potential of non fungible tokens, gaming and virtual fashion — all of which offer fresh routes to creativity, community-building and commerce.
Social commerce is experiencing a surge in engagement from brands, consumers and investors alike as new functionality and growing user comfort with the channel unlocks opportunities for seamless shopping experiences from discovery to checkout. Though use cases differ across global markets, brands should double-down on tailored in-app purchase journeys and test opportunities in technologies such as livestreaming and augmented reality try-on.
One of the most important levers that the fashion industry can pull to reduce its environmental impact is closed-loop recycling, a system which is now starting to be rolled out at scale, promising to limit the extractive production of virgin raw materials and decrease textile waste. As these technologies mature, companies will need to embed them into the design phase of product development while adopting largescale collection and sorting processes.
In a bid to boost authentication, transparency and sustainability, brands are using a portfolio of technologies to store and share product information with both consumers and partners. To get the most from these digital ‘product passports,’ which can help brands tackle counterfeiting, differentiate themselves and build loyalty by enhancing consumer trust, businesses must coalesce around common standards and engage with pilot projects at scale. Approximately 2 out of 5 fashion executives plan to adopt product passports in 2022 or have already done so.
As the digitisation of fashion businesses reaches new heights, companies face more threats of cyber attacks and growing risks relating to improper data handling. Amid increased sophistication in cyber crime and rises in consumer and regulatory pressure, brands need to act urgently to shore up their defences and invest more to make digital security a strategic imperative.
Companies that rely on brand appeal or the allure of fashion to attract and retain talent will need to raise their game as competition from both within and outside the industry intensifies, leading to more vacancies next year. As employees from upper management to the retail front line reconsider their priorities, companies must refresh their talent strategies for an increasingly flexible, diverse and digitized workplace. 45% of fashion employees cited “sense of purpose” as one of the most important factors in choosing to remain at their employer