Report “ The State of Fashion 2019 ”. What the New Year will bring?
You are wondering what 2019 will be in the industry Fashion? We have good news! You don’t have to foretell the coffee grounds to find out. Experts from McKinsey in cooperation with The Business of Fashion editors in the recently presented report “The State of Fashion 2019” looked at the tendencies that will flourish this year.
The authors of the report, which this year appeared for the third time, was questioned by nearly 300 people holding management positions in the fashion industry. First -hand information enabled a thorough analysis of problems harassing the clothing industry, but also “designing” the near future. Based on the information collected and observations made – the economic environment, what is happening in culture and politics, experts designated ten trends that will define the industry Fashion in 2019. Here they are.
stay with us
The trend mentioned by the vast majority of interviewed people. Change. Business model, customer approach, offers. All to stop the client. As it turns out, this is the biggest challenge of our time. A modern customer is very reluctant to get attached – after all, somewhere around the corner can be a better/more interesting/richer offer. But he gives up very quickly. The brands must therefore find a way to escape customers. Plan for 2019.? Is!
All hands on board
For fear of releasing the economy, which peak is expected in 2020., Companies from the clothing industry will try to make the most of the time they have remained. This means even faster fashion, even more goods and … even more consumption. Aggressive approach to business, the involvement of all possible means to get the most possible from the fashion cake as possible. Only if the “fear of collapsing the economy” (which was declared by 70% of interviewed managers) is not a “cover” for – to put it simply – pursuit of (even more) money?
Brexit Behind the belt, price wars, withdrawal from commercial contracts.. Uncertainty as to what the trade of the future will look like makes fashion companies prepare for a journey into the unknown. Good security security, searching for new contractors or transferring production to “safer” areas are solutions that can help secure the uncertain future. However, a lot depends on external factors. First of all, a policy, which, as we know well, can surprise and this day by day.
Magic will come to onlin
Shopping online is everyday life today. Over 70% of Poles bought something at least once in their lifetime online. In 2019. This percentage will reach 100%. The possibilities offered by the Internet are unlimited. Lower prices, additional discounts, offer from around the world. Stationary stores must work hard to be able to compete with the online world. What if you joined Onlinowa wave? According to experts, in the new year, the brands will focus even more than before on making the internet offer more attractive and attracting customers to stores www and mobile applications. Don’t worry, stationary stores will not disappear. They will build a brand image and … promote online.
“Battered in hot water”
It starts with the manufacturer and ends with the client. While in 1995 Amazon users were accustomed to the 9-day delivery of ordered goods online, Today, this message causes salvation of laughter. The era of digitization has come – we buy online, through the application, where the cheapest and fastest. Today’s customer is an impatient individual, he must have everything on. And this is a challenge for producers. In 2019. They will focus their strength to serve the customer with immediate delivery (24 hours is max), tools that facilitate shopping (image search) and ensure the availability of goods. Because a disappointed customer rarely returns ..
You know everything about us!
Recent scandals related to the use of customer data have meant that consumers are not eager to share confidential information. No data = losing in a business race. Because how to serve the client without information about him? In 2019. The fashion industry (moreover, not only) will have to re -establish “care” standards over data. Transparency and the highest data protection. All this to regain customer trust.
Recycling, Reselling, Remaking. “To have” turns into “being” in the fashion industry. Customers do not necessarily need to have everything today, they are increasingly willing to rent something for a moment, and what they already have – give a second life. Clothes libraries, clothing and accessories rentals, resale platforms, swaps, fair vintage – a new consumption model? We are yes! And producers? Well, they have no choice – they must adapt. It’s difficult, but not impossible. Better quality, timeless patterns, support resale These are just some of the ideas to join the ecological trend. Some do it today (see Stella McCartney X therealreal), others are just implementing. Anyway, in 2019. trend re He will rule!
Business responsible in every respect
FROM millennials Entering – on the one hand to the labor market, and on the other becoming the main clients of the clothing industry, trade becomes more demanding. It is not just about how and where the clothes are produced. Commitment to economic and political affairs, also in fashion, is an element sought after and desired by the youngest clients.
Production in the new edition
Eco trend, sales transfer to online, demanding customers. To cope with all challenges, producers will be forced to change their approach to the traditional process of production and distribution. How? By introducing a smaller, limited series, reducing storage reserves and modernizing technology to eliminate the risk of production errors (delays, defective series). The customer will receive a unique goods, without fear that half of the street will wear the same. The manufacturer will get rid of the problem of the lying stock. This is what it looks like in an expert theory. Will it work in practice?
The country of fuchsia takes over the reins
India, a country somewhat forgotten on a fashion map, in 2019. they will make themselves felt. The rapidly growing middle class, modern technologies and progressive economic development will make India, not China, the most to say in fashion 2019. A large, crushed market is a great challenge for clothing producers who – if they care about the presence in this very promising state – they must adapt their offer so that it will meet the expectations of both middle class in larger cities and those just aspiring to this group.
The entire report “The State of Fashion 2019” prepared by McKinsey&Company and the editors of “The Business of Fashion” is available here.