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The State
of Fashion 20202
The State of Fashion 2020
The State
of Fashion 20204
The State of Fashion 2020
CONTENTS
Executive Summary
1011Industry Outlook 1215
Global Economy
183101: On High Alert
1902: Beyond China
23Southeast Asia: A Region of Nuanced Opportunity
26Russia: Signs of Resurgence in a Polarised Market
28The GCC: A Region in Transition
30Consumer Shifts
325903: Next Gen Social
33Want to See the Future of Social Media? Look to Asia. 37
04: In The Neighbourhood
43Executive Interview: Pete Nordstrom
46Unlocking the Power of Stores
5005: Sustainability First 52
The Future of Upcycling: From Rags to Riches
56Fashion System
608706: Materials Revolution 61
Fashion's Biological Revolution 64
07: Inclusive Culture
66Executive Interview: Annie Wu
7008: Cross-Border Challengers 73
Executive Interview: Wang Mingqiang
7609: Unconventional Conventions 79
Executive Interview: Rafiaello Napoleone 82
10: Digital Recalibration
85McKinsey Global Fashion Index
8899Glossary and Detailed Infographics
100End Notes
102MGFI
GLOBAL
ECONOMYCONSUMER
SHIFTSFASHION
SYSTEM
6The State of Fashion 2020
7For the fourth year in a row,
The Business
of Fashion and McKinsey & Company have teamed up to bring our trademark rigour and evidence to debates within the global fashion industry and to provide an authoritative annual picture of The State of Fashion. This is now a knowledge base that we build on every year, identifying the key themes and business imperatives shaping the industry while tracking the ways in which fiuctuations in the world economy feed through into fashion.And this coming year - perhaps more so
than any year since we started - will see fiuctua- tions in abundance. Our ?rst report was written in the aftermath of the Brexit vote and went to press the morning after Donald Trump had been elected president of the United States. The unfolding implications of both of these events continue to impact the fashion market.The year ahead will open with the industry
in a state of high nervousness and uncertainty, with most executives across fashion and the wider business world bracing for a slowdown in growth in the global economy. Because fashion is a global business with global supply chains, industry players are anxious about the impact of tarifls and trade disputes. And in terms of digitisation and sustainability, the fashion industry is still playing catch-up as the challenges in these areas become more complex. Facing these interlinked hurdles means that not everyone can win. The battle for resources and talent continues to make it ever tougher for many mid-sized and smaller brands to compete.So how to navigate these choppy waters?
Once again our global experts bring clarity to a
fragmented landscape of categories and segments, countries and companies by establishing a common understanding of the forces at work in fashion. This report sets out how well we are performing and identi?es the top priorities, both business and creative, for 2020. Through BoF's extensive expertise in fashion strengthened by global industry networks, we thread McKinsey's international perspective and analytical rigour.We then bolster this with our survey of over 290
global fashion executives (more than ever before) and interviews with thought leaders and pioneers.The report also includes the fourth readout of
our industry benchmark, the McKinsey GlobalFashion Index (MGFI): its extensive database of
companies allows us to analyse and compare the performance of individual companies against their peers, by category, segment or region.Four years in, this is growing to become an
unrivalled resource.Yet, while the coming year brings with it a
lot of uncertainty, exciting opportunities remain for those who can make sense of the noise and drive innovation accordingly. Whatever your interest in the industry - from silent investor to concerned consumer - this report tells you all you need to know about the state of fashion in 2020. - Achim Berg & Imran AmedFOREWORD
Thomas Lohr
8The State of Fashion 2020
CONTRIBUTORS
ACHIM BERG
Based in Frankfurt, Achim
Berg leads McKinsey's Global
Apparel, Fashion & Luxury
group and is active in all relevant sectors including clothing, textiles, footwear, athletic wear, beauty, accessories and retailers spanning from the value end to luxury. As a global fashion industry and retail expert, he supports clients on a broad range of strategic and top management topics, as well as on operations and sourc- ing-related issues.IMRAN AMEDAs founder, editor-in-chief
and chief executive ofThe Business of Fashion,
Imran Amed is one of the
fashion industry's leading writers, thinkers and commentators. Fascinated by the industry's potent blend of creativity and business, he began BoF as a blog in2007, which has since grown
into the pre-eminent global fashion industry resource serving a five-million-strong community from over 190 countries and territories.Previously, he was a
consultant at McKinsey in London.SASKIA HEDRICHAs global senior expert
in McKinsey's Apparel,Fashion & Luxury group,
Saskia Hedrich works with
fashion companies around the world on strategy, sourcing optimisation, merchandising transfor- mation, and sustainability topics - all topics she is also publishing about regularly.Additionally, she is involved
in developing strategies for national garment industries across Africa, Asia, and LatinAmerica.
FELIX RÖLKENS
leadership of McKinsey'sApparel, Fashion & Luxury
group and works with apparel, sportswear, and pure play fashion e-commerce companies in Europe andNorth America, on a wide
range of topics including strategy, operating model and merchandising transformations.ANITA BALCHANDANI
Anita Balchandani is a
Partner in McKinsey's
London o?ce, and leads the
Apparel, Fashion & Luxury
group in the United Kingdom.Her expertise extends
across fashion, health andquotesdbs_dbs46.pdfusesText_46[PDF] 2015 nice toyota tacoma
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