Fashion in 2026: between volatility, new values and the need for efficiency

Redazione
1 day ago
3 min read

Why Made in Italy must invest in technology today

The State of Fashion 2026 report by BoF x McKinsey describes a year that opens in a far-from-easy climate for the industry.The context is defined as “challenging”: according to the report, 46% of executives expect market conditions to worsen, while only 25% foresee improvements. The main risks are now clear and converging: declining consumer confidence, geopolitical instability, rising tariffs, and disruptions in global value chains. Expected growth for the sector remains modest, limited to single digits in nearly all markets.

The snapshot of 2026 reveals an undeniable fact: fashion has entered a phase of normalized volatility, where instability and complexity are no longer an exception but a structural element of the system.

Consumer Shifts: the new consumer rewards value, authenticity and well-being

Within the challenging landscape outlined in the report, one segment continues to grow strongly: the premium mid-market, now the most dynamic. Consumers are increasingly seeking value-for-money, authenticity, and genuine quality.

The post-inflation consumer no longer rewards “aspirational” branding for its own sake. Concrete value, perceived quality, and product longevity return to the center.

In other words, it is a market that elevates the historical strengths of Made in Italy: materials, craftsmanship, short supply chains, manufacturing know-how, aesthetics, and research.

We are witnessing a premiumization of the mid-market: better-made, more refined, more functional, more authentic products, but with a clear and measurable value proposition. This is a natural playing field for Italian companies, which can regain ground precisely where brand storytelling alone is no longer enough.

Efficiency: the strategic priority that can make the difference for Italian brands

The Business of Fashion report identifies operational efficiency as one of the most important levers for 2026 — and this is no coincidence.

“Margins, costs and cash” is the second most relevant topic for global executives.
Fashion’s historical advantages — scalability and low-cost sourcing — are no longer sufficient.
Investment in AI, automation and digitalization will be necessary to free up resources and refocus them on creativity, product and brand value.

In a market that demands better products and faster decision-making, efficiency is not just an internal lever: it becomes a direct competitive advantage in the eyes of the consumer.

A brand that manages data, master records, inventory, production, assortments and distribution effectively is a brand that can: maintain margins even as costs rise, improve its ability to serve wholesale, retail and online channels, reinvest in product quality, the true driver of Made in Italy.

BRANDTOSTORE was created precisely for this purpose:

to help fashion companies turn market complexity into a source of competitiveness.

Fashion ERP, wholesale B2B, DAM and e-commerce are not expenses — they are strategic services that support the areas highlighted in the report:

End-to-end efficiency: Reduction of duplicate tasks, stock control, faster and less costly processes, and a single source of truth for all functions.
Focus on product and value: By freeing operational resources, brands can invest in quality, materials, creativity and storytelling — what today’s consumer values most.
Wholesale development and omnichannel growth: A more efficient B2B environment, automatically updated catalogues, fewer errors, and faster production and delivery.
Data-driven strategic choices: Sales forecasts, margin control, assortment analytics: essential elements for navigating volatile markets.

Conclusion

The State of Fashion 2026 confirms that fashion is experiencing a complex and structurally unstable phase.Yet within this scenario, new opportunities are emerging for brands that can elevate what consumers truly seek today: quality, authenticity, well-being and real value.

For Italian brands historically strong in product excellence, materials and craftsmanship this is a real opportunity. Provided that they accompany their DNA with an efficient digital backbone, aligned with the needs of a market that demands rapid decisions, accurate information and integrated supply chains.