We inform you that on this website we use our own and third-party cookies to collect information about its use, improve our services and, where appropriate, display advertising by analyzing your browsing habits. You can expressly accept its use by pressing the "ACCEPT" button or configure and select the cookies you want to accept or reject in the settings. You can also get more information about our cookie policy here.

The global fashion business journal

Jul 18, 202411:15pm

Reflections on the future of fashion business

Micro-trends, opinion makers, mid seasons or omnichannelity. Bruno Rodríguez Martínez, partner at Deloitte analyses what are the aspects fashion will have to face in the future.

Jan 21, 2019 — 9:59am
Bruno Rodríguez Martínez

Reflections on the future of fashion business



It goes without saying that, taking into account the changes in consumption patterns, background, concerns, different channels and ways to purchase, we could talk for hours about the many challenges to overcome not only by the sector of fashion but, in general, by industry as a whole.


If we analyse the changes over the last few years in some of the many characteristics of this industry we can observe that, for instance, until a relatively short time ago the product trends of a campaign could be counted on the fingers of one hand; this greatly facilitated decision making and the possibility of being successful. Now trends have evolved to micro-trends, very numerous and with a very short expiration date.

The client has an excess of information and I do not only refer to the multitude of fashion shows that we can find in recent years, but also to advisers, opinion makers, bloggers or influencers, who make what was once a trend that lasted a season, now make stock run out in two weeks and when the replacement is done, it expires and leaves the store full of units to clear.





As a result, it is deduced that the campaign, understood as a set of trends for which you had bet for a whole season, is an obsolete concept. We can no longer provide ourselves in the traditional way, which consists of acquiring most of the collection in a single moment of time, normally with an anticipation of something between six months and a year. The purchase has become a very agile and almost daily exercise, with the focus on how sales evolve to decide whether a micro-trend is repeated or cleared and abandoned.


We mention the word clearance, what good old days when we practically only found discounts during the sales period. Nowadays, with sales, mid seasons, Black Friday and a long list of other discount periods we have grown accustomed to cutting our gross margins by more than fifty percent throughout the year.


The industry cannot afford to live with this continued drain, competing with the percentage of the discount offered as the only argument. We must recall that discounts are created to give a natural outcome to the trend remains.





Lastly, I would like to talk about online sales, the eternal promise. Online distribution is a compulsory subject for all the players in this industry; whoever suspends it will be off the board. That said, it is still pending to make this channel profitable.


Few fashion companies can boast of making money with their online business; the optimization of the sales volume, combining the online strategy with the omnichannel physical store, a web design that adequately transmits image and brand values, but at the same time maximizes the conversion rate optimization (CRO), altogether with the logistic management of preparation, delivery and return of orders, it is not an easy task and generates a productivity that is still far from the optimal. We have to be careful in adjusting this complex machinery, a single additional twist can make the difference between having a profitable e-commerce or a disastrous one.



Bruno Rodríguez Martínez, partner at Deloitte.

Participation rules



Validation policy for comments: 

MDS does not perform prior verification for the publication of comments. However, to prevent anonymous comments from affecting the rights of third parties without the ability to reply, all comments require a valid email address, which won’t be visible or shared.
Enter your name and email address to be able to comment on this news: once you click on the link you will find within your verification email, your comment will be published.

0 comments — Be the first to comment