𝗜𝗻 𝟮𝟬𝟮𝟱 𝟴𝟬% 𝗼𝗳 𝗳𝗮𝘀𝗵𝗶𝗼𝗻 𝗲𝘅𝗲𝗰𝘂𝘁𝗶𝘃𝗲𝘀 𝗲𝘅𝗽𝗲𝗰𝘁 𝗻𝗼 𝗶𝗺𝗽𝗿𝗼𝘃𝗲𝗺𝗲𝗻𝘁 𝗶𝗻 𝘁𝗵𝗲 𝗶𝗻𝗱𝘂𝘀𝘁𝗿𝘆

Fairly sobering words from the 2025 McKinsey/Business of Fashion report.
The themes that I found noteworthy for us on the ecommerce front:

𝗗𝗶𝘀𝗰𝗼𝘃𝗲𝗿𝘆 𝗿𝗲𝗶𝗻𝘃𝗲𝗻𝘁𝗲𝗱- there are so many products and SKU’s that it’s hard to find your product (I see this often with challenges around search and navigation). They see AI content and search helping here (I also think our old friend personalisation can aid)

𝗦𝗶𝗹𝘃𝗲𝗿 𝘀𝗽𝗲𝗻𝗱𝗲𝗿𝘀- the 50+ age group is growing and has disposable income

𝗩𝗮𝗹𝘂𝗲 𝘀𝗵𝗶𝗳𝘁- customers are more cost conscious and want to see value. This is seen in resale, dupes and discounting. How do you show value?(Clearly knowing and articulating your value proposition can be effective here)

There are some other insights around managing stock, sustainability and your in store experience but these are the most key they outline for online.
In some respects it remains business as usual; know your customer, communicate how you’re different and help them find their most appropriate product.