How to Future-Proof Your Fashion Business in Uncertain Times

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The fashion industry, a dynamic and ever-evolving sector, has faced numerous challenges over the years. From shifting consumer preferences to technological advancements, the industry has had to adapt continually. However, recent times have presented unprecedented challenges, especially with the global pandemic disrupting traditional business models. The need for businesses to future-proof themselves and craft a robust fashion business plan has never been more evident, especially when considering the future of that particular fashion business.

The fashion world has seen a significant shift in recent years. With retail eCommerce sales reaching trillions of U.S. dollars worldwide, the fashion eCommerce market has been growing steadily. Business leaders, considering various economic scenarios, are now focusing on the fashion economy and the future of the fashion business industry. In 2023, the global fashion eCommerce market is projected to surpass 820 billion U.S. dollars, and by 2027, it could touch an astounding 1.2 trillion U.S. dollars. While apparel remains the dominant segment, accessories, and footwear are also contributing significantly to online fashion revenues. 

This growth is a testament to the evolving fashion agenda. So, let’s give you a free fashion business consulting session on how you can stay afloat in a fiercely competitive industry by following the right tactics.

New Consumer Behavior

The digital age, combined with the effects of the pandemic and the looming climate crisis, has reshaped consumer behavior in the fashion industry. Traditional brick-and-mortar stores have seen a decline in footfall, while online shopping platforms have witnessed a surge in users. Creative directors are now focusing on the future of fashion business, integrating sales forecasts into their fashion business plan objectives.

Shift to Online Shopping

The U.S. Fashion eCommerce market, influenced by consumer trends and consumer demand, is predicted to reach a staggering US$148,753.3 million by 2023, accounting for 16.3% of the total eCommerce market. 

This shift, a result of evolving marketing strategies and changing consumer attitudes, indicates a growing preference among consumers for online shopping. Driven by the convenience, variety, and safety it offers, especially in uncertain and tough times, there’s a notable increase in customer loyalty towards online platforms. 

The retail industry has observed these shifts in spending habits, and the rise in consumer confidence when shopping online is evident.

Emphasis on Sustainability and Authenticity

Modern consumers are more informed and conscious about their choices. There’s a growing emphasis on sustainability in fashion, with consumers preferring eco-friendly materials and brands that promote sustainable practices.

Additionally, authenticity plays a crucial role in brand loyalty. Consumers are more likely to support brands that have a clear mission and values that resonate with their own. The fashion supply chains are now being re-evaluated to ensure an optimistic scenario, minimizing risk costs and ensuring the cost of units remains competitive.

Sustainability Focus

The fashion industry, once notorious for its environmental footprint, is undergoing a transformation. As consumers become more environmentally conscious, brands are being pushed to adopt sustainable practices, keeping in mind the extra holding costs and the need for flexibility in decision analysis.

Adopting Eco-Friendly Materials

Next-generation materials are emerging as eco-friendly alternatives to traditional fashion staples. Brands are exploring materials like mushroom leather, Piñatex, and Vegea to replace conventional leather, silk, fur, and exotic skins. 

These animal-free alternatives not only cater to the vegan market but also significantly reduce the environmental impact of fashion products.

Promoting Circular Products

The fashion industry’s linear model, which results in enormous waste, is being challenged. A truckful of textiles is discarded in landfills every second. 

However, the rise of resale platforms like Depop and Vinted and rental sites like Hurr and By Rotation signifies a move towards a circular model. New EU legislation is pushing brands to adopt practices that promote durability, repairability, reusability, and recyclability, emphasizing the importance of circularity in fashion.

Brand Authenticity

In today’s digital age, consumers are more informed and discerning. They seek brands that resonate with their values and beliefs. A brand’s mission is more than just a statement; it’s a commitment to its consumers. Brands that prioritize transparency, especially regarding their supply chains, are gaining trust. The introduction of the EU Digital Product Passport (DPP) is a testament to this, allowing consumers to understand and track the environmental impact of their purchase.

Building a Community

Brands that foster a sense of community around shared values and beliefs are more likely to build loyal customer bases. 

Engaging with consumers, understanding their needs, and being responsive are key to building and maintaining this community.

Collaborative Growth

The fashion industry is vast, and no brand can operate in isolation. Collaborations and partnerships are essential for growth and innovation. Partnering with other brands and suppliers can open up new markets, share customer bases, and bring in fresh perspectives. Brands are increasingly partnering with others to launch limited edition collections, share sustainable practices, or co-create unique products. Additionally, working closely with suppliers ensures that the entire supply chain aligns with a brand’s sustainability goals and values.

Digital Evolution

The digital transformation of the fashion industry is not just a trend; it’s a necessity. As technology continues to evolve at a rapid pace, fashion businesses must adapt to stay relevant and competitive. Enhancing online shopping experiences is crucial for the future of the fashion business. 

Consumer digital engagement witnessed a sharp rise during the COVID-19 pandemic. In 2021, people spent an average of just below four hours on their mobile phones, with about two and a half hours dedicated to scrolling through social media. Of the fashion customers who transitioned to online shopping channels in 2021, 48% attributed the shift to the pandemic, while 27% cited convenience, and 11% mentioned product availability and promotions. 

The pandemic also amplified digital brand relationships, with 72% of customers reporting online interactions with brands in 2021. As the world moves forward, digital interactions are expected to stabilize at around 66% on average.

Livestream shopping, a blend of entertainment and eCommerce, has become a significant trend in the fashion industry. It offers real-time interaction between brands and consumers, allowing for immediate feedback and personalized recommendations. 

This trend is expected to grow, especially with the increasing integration of social media platforms and eCommerce.

ERP Systems: A Game-Changer for Fashion Workflows

Enterprise resource planning systems have emerged as a transformative force in the apparel industry, bringing about a shift in how businesses operate. At their core, ERP systems amalgamate a multitude of business processes, from procurement to sales, into a cohesive and integrated framework. This consolidation not only streamlines operations but also significantly boosts overall efficiency. For fashion enterprises, the advantages of implementing ERP systems are manifold. One of the standout benefits is the capability for real-time inventory management. In an industry where trends can change overnight, having an immediate grasp on stock levels can be the difference between capitalizing on a trend and missing out. 

Furthermore, the systems enhance order processing, ensuring that from the moment an order is placed to its delivery, every step is optimized for speed and accuracy. Another pivotal aspect is the enhancement of customer relationship management. In today’s digital age, where consumers expect personalized experiences, ERP systems allow fashion brands to tailor their interactions based on individual customer data, fostering stronger and more meaningful connections. 

The adoption of ERP systems also plays a crucial role in the end-to-end operations of fashion companies. From the initial stages of sourcing raw materials to the intricate production processes and, finally, to delivering the finished product to the customer, ERP ensures a seamless and efficient flow. Furthermore, as the global narrative shifts towards sustainability and ethical practices, the transparency offered by ERP systems becomes invaluable. 

They provide a clear view of the entire supply chain, enabling companies to monitor and ensure that every stage aligns with ethical standards and sustainable practices. This not only bolsters a brand’s reputation but also resonates with the growing cohort of eco-conscious consumers.


The fashion industry stands at a pivotal juncture, shaped by technological advancements, evolving consumer behaviors, and a renewed emphasis on sustainability and authenticity. The rapid growth of eCommerce, coupled with the transformative effects of the global pandemic, has underscored the importance of digital adaptation and resilience. As consumers become more discerning and environmentally conscious, the industry is witnessing a shift towards sustainable materials, circular business models, and transparent practices. Brands that prioritize genuine engagement, foster community, and embrace collaborative growth strategies are poised to thrive in this new landscape. Furthermore, the integration of digital tools like ERP with other systems underscores the industry’s commitment to efficiency, transparency, and adaptability. As the fashion world continues to evolve, it is clear that those who prioritize innovation, sustainability, and genuine connection with their consumers will lead the way in shaping the future of fashion business operations.

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