全球服装市场调研和分析报告（英文版）-2024年1月上传培训课件

INDUSTRIES

&

MARKETSApparel:

market

data

analysis

&forecastMarket

InsightsreportNovember2023MARKET

INSIGHTSThis

report

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ofour

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Apparel

market3AgendaMarket

OutlookMarketOverviewMarketSizeAppendix59ProductOverviewAuthor124128MarketInsightsMarketDriversConsumerInsightsTrends1730364447KeyPlayersMarketsWomen’sApparelMen’sApparelChildren’sApparel54771004CHAPTER

01Market

Overview•

Market

definition•

Market

segmentation•

Key

takeawaysThe

Apparel

market

is

a

part

of

everyday

lifeOverview:

Market

definitionMarket

definitionInscopeOutof

scopeThismarket

excludes:•Work

clothes•HandbagsTheApparelmarket

includesclothing

thatisproduced

forprivateendcustomersandisbroken

down

intothefollowing

productlines:

Women’s

Apparel,Men’sApparel,and

Children’s

Apparel.Work

clothes

aswell

asother

personalaccessories,

suchaswatches

and

jewelry,

handbags,

and

similar

items,

thatdo

notcountas

actualarticles

of

clothingare

notincluded.Thismarket

includes:•Women's

Apparel•Men's

Apparel•Children'sApparel•Watches

and

jewelry•Skisuits•Umbrellas6Sources:Market

Insights

2023The

Apparel

market

consists

of

3

sub-marketsOverview:

Market

segmentationWomen’s

ApparelApparelMarketChildren’sApparelMen’s

Apparel7The

United

States

generated

the

most

revenue

in

the

Apparel

market

withUS$326

billion

in

2022Overview:

Key

takeawaysHighlightsRevenue

intheApparelmarket

amountstoUS$1.74tn

in2023.

Themarket

isexpected

togrow

annuallyby2.84%

(CAGR2023-2027).Themarket's

largest

segment

isthesegment

Women's

Apparel

withamarketvolume

of

US$0.90tn

in2023.Inglobalcomparison,

most

revenue

isgenerated

inthe

UnitedStates(US$343.70bnin2023).Inrelation

to

totalpopulation

figures,per

person

revenues

of

US$226.20

aregenerated

in2023.IntheApparel

market,

volume

is

expected

toamountto193.90bn

pieces

by2027.TheApparelmarket

is

expected

toshow

avolume

growth

of

1.4%

in2024.Theaverage

volume

perperson

intheApparel

market

isexpected

to

amount

to23.96pieces

in2023.By

2023,

95%

ofsales

intheApparel

market

will

beattributabletoNon-Luxurygoods.8Notes:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2023Sources:CHAPTER

02Market

Size•

Worldwide

revenue•

Worldwide

average

revenue

per

capita•

Worldwide

market

volume•

Worldwide

volume

percapita•

Worldwide

average

price

perunit•

Sustainableapparel

share•

Worldwide

saleschannelWorldwide

Apparel

revenue

will

reach

US$2

trillion

by

2028Market

size:

Worldwide

(1/7)Revenue

intrillionUS$2.4%(1)2.01.91.91.81.81.71.61.61.61.61.42018201920202021202220232024202520262027202810

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2023Average

revenue

percapita

for

the

Apparel

market

is

estimated

to

increase

at

aCAGR(1)

of

1.6%

from2018

to

2028Market

Size:

Worldwide

(2/7)Averagerevenue

percapita

inUS$1.6%(1)225.8249.9244.4240.0235.5230.9214.2211.8206.3204.3185.02018201920202021202220232024202520262027202811

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2023Apparel

volume

are

estimated

to

increase

at

a

CAGR(1)

of

0.9%

from2018

to2028Market

Size:

Worldwide

(3/7)Volume

inbillionpieces+0.9%(1)183.8196.1193.7191.3188.9186.4182.2179.8170.3168.2157.82018201920202021202220232024202520262027202812

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2023Apparel

volume

per

capita

are

estimated

to

stayrelatively

stableMarket

Size:

Worldwide

(4/7)Averagevolume

per

capita

inpieces24.424.524.324.424.524.124.223.925201510522.222.321.002018201920202021202220232024202520262027202813Sources:Market

Insights

2023Apparel

price

per

unit

are

estimated

to

increase

from

2018

to

2028Market

Size:

Worldwide

(5/7)Averagepriceperunit

inUS$1110.1910.029.889.749.601098765432109.449.199.238.778.808.642018201920202021202220232024202520262027202814Sources:Market

Insights

2023Share

of

sustainable

Apparel

is

estimated

to

increasefrom

2013

to

2026Market

Size:

Worldwide

(6/7)Sustainable

apparel

shareinpercent76.1065432105.605.104.704.303.903.603.303.102.802.602.402.302.102013201420152016201720182019202020212022202320242025202615Sources:Market

Insights

2023Offline

sales

continue

to

dominate

the

global

Apparel

marketMarket

Size:

Worldwide

(7/7)Online/offlinerevenue

distribution14.116.318.726.727.026.129.228.631.532.533.785.983.781.373.373.074.070.871.468.567.566.320172018201920202021202220232024202520262027OfflineOnline16Sources:Market

Insights

2023CHAPTER

03Market

Insights•

Analystopinion•

Worldwide

market

comparison•

Regional

comparison•

Country-level

comparisonSustainable

technologies

and

apparel

may

boost

the

marketMarket

Insights:Analyst

opinionWhile

Greater

China

almost

overtakes

theU.S.as

largest

fashion

market

intheworld,

key

economic

indicatorscreate

amore

cautiousmood

fortheglobalfashionindustrypotentially

slowing

down

by2020.

For

companies

itis

crucialtoprepareplanstoaddress

apossible

transformation

ofglobal

valuechainsemerging

bynewopportunities

from

globalconsumer

spendingshiftingtowards

emergingeconomies

as

well

astradetensions

and

uncertainties.

Aleverage

point

couldbetotakeastrong

position

on

social

andenvironmental

issues,as

this

is

very

muchdemanded

by

theyounger

generation.18Sources:Market

Insights

2023The

Men’s

Apparel

&

Women’s

Apparel

market

has

the

highestgrowth

potentialwith

a

CAGR(1)

of

4.2%

from

2022

to

2028Market

Insights:Worldwide

market

comparisonRevenue

intrillionUS$+4.2%(1)1.050.82+4.2%(1)0.640.50+3.7%(1)0.310.25Women’s

ApparelMen’s

ApparelChildren’sApparel2022202819

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2023With

revenue

of

US$

617.6

billion,

Asia

is

the

biggest

market

among

selectedregions,

in

2022Market

Insights:Regional

comparison

(1/5)Revenue

inbillionUS$+4.4%(1)798.4+3.3%(1)543.0+4.1%(1)528.3617.6445.9415.5+6.2%(1)+4.1%(1)86.360.023.329.720222028202220282022

2028Americas2022202820222028EuropeAfricaAsiaAustralia&Oceania20

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2023With

average

revenue

per

capita

of

US$

549,

Australia

&

Oceania

is

the

biggestmarket

among

selected

regions,

in

2022Market

Insights:Regional

comparison

(2/5)Averagerevenue

percapita

inUS$+4.1%(1)626.8+3.0%(1)654.0+2.7%(1)521.1549.0491.8444.1+3.8%(1)171.7+3.9%(1)137.660.848.32022202820222028202220282022202820222028EuropeAfricaAmericasAsiaAustralia&Oceania21

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2023With

volume

of

83.6

billion

pieces,

Asia

is

the

biggest

market

among

selectedregions,

in

2022Market

Insights:Regional

comparison

(3/5)Volume

inbillionpieces+2.4%(1)96.583.6+2.2%(1)+2.0%(1)46.841.135.231.2+3.8%(1)+2.5%(1)13.410.71.92.22022202820222028202220282022202820222028EuropeAfricaAmericasAsiaAustralia&Oceania22

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2023Australia

&

Oceania

has

the

biggest

market

in

Apparel

volume

per

capita

in

2028Market

Insights:Regional

comparison

(4/5)Volume

percapita

inpieces48.945.948.545.948.244.941.847.847.948.147.447.6504540353025201510547.241.544.440.144.240.944.041.844.341.844.641.843.741.843.341.742.342.619.639.937.737.020.120.320.520.719.719.919.59.518.617.98.116.59.69.49.49.49.49.49.48.68.1020182019202020212022202320242025202620272028EuropeAfricaAmericasAsiaAustralia&Oceania23Sources:Market

Insights

2023Europe

has

the

highest

Apparel

price

per

unit

in

2028Market

Insights:Regional

comparison

(5/5)Price

perunit

inUS$15.014.714.114.413.613.513.813.313.11510512.812.412.713.011.811.712.313.312.611.111.011.611.511.611.311.311.411.211.010.86.910.97.410.76.810.77.410.58.38.18.07.97.77.67.16.56.36.15.95.75.85.65.45.25.25.3020182019202020212022202320242025202620272028EuropeAfricaAmericasAsiaAustralia&Oceania24Sources:Market

Insights

2023With

a

revenue

of

US$

326

billion,

the

United

States

has

the

biggest

Apparelmarket

in

2022Market

Insights:Country-level

comparison

(1/5)Revenue

inbillionUS$+3.0%(1)390.0+4.7%(1)387.8326.0293.9+5.6%(1)+2.2%(1)+2.5%(1)99.976.572.167.242.636.72022202820222028202220282022202820222028United

StatesChinaGermanyFranceUnited

Kingdom25

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2023The

United

Kingdom

has

the

highest

average

revenue

per

capita,

amounting

toUS$

1.1

thousand

in

2022Market

Insights:Country-level

comparison

(2/5)Averagerevenue

percapita

inthousand

US$+5.2%(1)1.5+2.6%(1)+2.1%(1)1.11.11.00.9+2.2%(1)0.80.70.6+4.3%(1)0.30.22022202820222028202220282022202820222028United

StatesChinaGermanyFranceUnited

Kingdom26

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2023With

volume

of

29.4

billion

pieces,

China

is

the

biggest

market

among

selectedcountries,

in

2022Market

Insights:Country-level

comparison

(3/5)Volume

inbillionpieces+2.3%(1)+1.2%(1)32.231.529.428.1+1.9%(1)+3.0%(1)+1.7%(1)4.84.34.33.63.12.82022202820222028202220282022202820222028United

StatesChinaGermanyFranceUnited

Kingdom27

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2023With

volume

per

capita

of

83

pieces,

the

United

States

is

the

biggest

marketamong

selected

countries,

in

2022Market

insights:Country-level

comparison

(4/5)Volume

percapita

inpieces10092.462.491.662.090.761.589.961.289.060.788.060.285.185.663.0908070605040302010083.458.483.053.877.756.161.757.656.856.956.256.757.155.155.754.451.851.149.849.748.147.347.547.846.647.044.622.143.120.541.822.022.021.421.621.721.922.021.219.520182019202020212022202320242025202620272028UnitedStatesChinaGermanyFranceUnitedKingdom28Sources:Market

Insights

2023With

price

per

unit

of

US$19.8,

the

United

Kingdom

has

the

highest

priceamong

selected

countries

in

2022Market

Insights:Country-level

comparison

(5/5)Price

perunit

inUS$2523.316.022.415.921.915.921.315.920.815.920.315.819.815.819.115.5201510517.414.917.414.617.214.413.513.613.313.313.413.413.013.212.811.112.212.011.811.811.911.611.711.211.311.312.111.911.512.311.110.710.310.09.59.18.78.6020182019202020212022202320242025202620272028UnitedStatesChinaGermanyFranceUnitedKingdom29Sources:Market

Insights

2023CHAPTER

04Market

Drivers•

Consumer

spendingThe

Apparel

market

is

integrating

globallyMarket

Drivers:

SummaryAkey

development

for

fashionbrandsisthecontinued

riseinimportance

ofemerging

markets

where

consumer

spending

rises

muchfasterthan

inindustrialized

countries.

Asof

2020,

halfof

globalspending

onclothing

andfootwear

isalready

occurring

outside

EuropeandNorthern

America.China,

where

laborcostshaverisen

rapidlyinthepast.China

stillaccountsforwellover

30%

of

global

export

valueof

clothing,but

thecombined

share

ofBangladesh,Vietnam,

India,Indonesia

and

Cambodia

hasincreased

from

11.2

percent

in2010to18.2%

in2019Thismeans

thatapparel

companies,

today

often

focused

on

oneor

afew

coremarkets,

must

diversify

geographically

inorder

tomaintain

growth.

Thesustainedsuccess

of

vertical

textile

chainslikeZara

and

H&M

hasshown

thatnot

only

tightcontrol

of

thesupplychainbut

rapidinternationalization,

too,paysoff

inapparelretail.Theforecasted

allocation

of

consumer

spendingbycategory

furthermore

showsthatspending

onclothing

and

footwear

isexpected

to

grow

slightlyslower

thanaverage,

which

doesunderline

theimportantof

cost-control

forthe

fashionindustry.Tomanagecosts,theindustryhasalready

shifted

production

away

from.31

Notes:Sources:(1)

Statista’s

countryreports

can

help

drive

decisions

onmarketentryby

providing

exhaustive

statistics

onopportunities

and

risksin

160

countries

worldwideMarket

Insights

2023,

Key

MarketIndicators,

based

onIMF,UN,WorldBank,

Eurostatand

national

statistical

officesHalf

of

fashion

spending

already

happens

outside

Europe

and

NorthernAmericaMarket

Drivers:

Consumer

spending(1/2)Theglobaleconomy

isundergoing

asignificantshift,with

GDPandconsumerspendingmoving

fromestablished

markets

inNorthern

America

andCentral&Western

Europe

to

emerging

economies

across

Asia,Eastern

Europe,theMiddleEast,Africa,andLatinAmerica.

Thischangeis

evident

inthefashion

industry,where

already

half

of

thespending

occurs

outsideofNorthern

America

andEurope.Projected

consumerspending

onclothingandfootwear7%10%12%15%23%21%19%32%27%25%Emerging

markets,

suchasBrazil,

Russia,India,and

China(known

astheBRICstates),represent

some

ofthelargest

economies

inthistransition.Their

growth

hasconsistently

outpaced

thatofWestern

nationsover

thepastthree

decades.However,

entering

thesemarkets

poses

risks

related

to

varying

institutionalframeworks,

currency

fluctuations,and

market

volatility.

Fashion

brandsmustalsodiversify

theirportfolios

toalignwith

different

culturalexpectations

andtastesacross

regions.30%27%24%34%37%37%34%35%29%23%Despite

these

challenges,

fashioncompanies

eyeing

expansion

cannotoverlook

thepotential

ofemerging

markets.

Theprojected

growth

infashionspendingprimarilyliesoutside

Europe

and

Northern

America,

making

itimperative

for

brandsto

tapinto

these

evolving

markets

tosustain

growth.20052010201520202025AsiaEuropeNorthernAmericaOthers32

Notes:Sources:(1)

Statista’s

countryreports

can

help

drive

decisions

onmarketentryby

providing

exhaustive

statistics

onopportunities

and

risksin

160

countries

worldwideMarket

Insights

2023,

Key

MarketIndicators,

based

onIMF,UN,WorldBank,

Eurostatand

national

statistical

officesFashion

spending

will

grow

slightly

slower

than

other

consumer

categories

until2026Market

Drivers:

Consumer

spending(2/2)National

statisticaloffices

estimate

consumption

of

privatehouseholds

aspartoftheirmission

to

measure

economic

activityatlarge.

Thisconsumption

expenditure,Global

consumerspending

CAGR(1)

2019-2026Food,

non-alcoholic

beveragesHousehold9.2%roughly

US$51

trillion

in2020

inthe152

territories

included

intheMarket7.6%7.6%Outlook,canbeclassified

according

totheClassification

ofIndividualConsumptionbyPurpose

(COICOP)into

twelve

categories

thatare

shown

inthediagramto

theright.Housing,water,

electricityAlcohol,

tobaccoWeighted

averageCommunicationHealthcare7.1%Thediagramshows

the

projected

average

growth

ratesof

globalconsumerspendingbycategory

up

totheyear

2026.

Spendingonfood,non-alcoholicbeverages,

housingaswell

asalcohol

and

tobacco

isprojected

to

grow

thestrongest

with

yearly

average

growth

ratesof

more

than

7%.

Spendingon

clothingandfootwear

is

forecasted

togrow

slightly

slower

thantheweighted

average

of

allcategories.6.9%6.8%6.4%Clothing,footwearEducation6.3%6.2%Theslightbelow

average

performance

across

allcategories

means

thatfashioncompanies

will

haveto

focusalittlemore

onthebottomlinethancompanies

fromfastergrowing

consumer

segments

over

theforecast

period

inorder

tomaintaintheirposition.

However,

thisstillrequires

keeping

aclose

eye

on

sourcing

costs

andmarketing

strategies

inadditiontothegeographic

diversification

discussed

before.Miscellaneous(2)Recreation,

cultureTransport5.9%5.3%5.2%5.2%Restaurants,

hotels33

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRate,(2)

Personalcare,prostitution,

personaleffects,

social

protection,

insurance,

financial

services,otherservicesMarket

Insights

2023,

Key

MarketIndicators,

based

onIMF,UN,WorldBank,

Eurostatand

national

statistical

officesChina

is

still

the

most

important

sourcing

country

but

has

lost

some

ground

toother

Asian

countriesMarket

drivers:

Sourcing

countries

(1/2)Top10

exportersof

clothingbyshareof

total

exportvalue36.6%30.8%26.6%18.2%8.6%8.8%6.8%8.1%2.6%

0.9%20007.5%4.2%

2.9%6.2%3.5%

3.2%

1.7%3.2%3.6%

1.9%1.6%3.0%3.1%20052.4%4.2%1.8%

1.8%3.3%2.5%

1.7%2.1%1.8%

1.7%0.8%0.9%0.5%2010Indonesia2019China(1)EU(2)BangladeshVietnamIndiaTurkeyUKCambodia34

Notes:(1)

Includes

significant

shipments

through

processing

zones

(2)

Extra-EUexportsonly,

inclusive

ofIntra-EU

exports27.6%

in

2019Sources:

WTOLabor

costs

in

China

haverisen

rapidlyMarket

drivers:

Sourcing

countries

(2/2)Manufacturing

labor

costs

perhourinUS$+24%52.0+12%+52%41.9+39%38.042.627.627.4+45%+29%+50%+47%+60%+450%3.3China+140%+400%2.0Vietnam+143%1.7India+150%4.83.13.02.42.50.61.00.40.70.5Indonesia0.80.2GermanyU.S.Philippines20152002201935Sources:

A.T.KearneyCHAPTER

05Consumer

Insights•

Summary•

Interest

inclothing•

Brand

awareness•

Low-priced

products•

LuxuryProducts•

Influencer

marketing•

Second-hand

clothingConsumers

are

especially

brand

conscious

when

buying

fashionConsumer

Insights:SummaryClothingisaconsumer

goods

category

thatenjoys

highattention.Onaverage,more

than

three

quartersof

consumers

from

28

surveyed

countries

professed

aninterest

inclothing.Also,brandawareness

forfashion(clothing

and

footwear)

isrelatively

high

incomparison

to

other

consumer

product

categories.Averitable

nicheintheclothing

businessisthesecond-hand

market.

Onaverage,26

percent

ofconsumers

inten

countries

saidthey

had

boughtsecond-handclothingwithin

thelasttwelve

monthswith

thehighestpercentages

accruing

to

theU.S.,Finland

andPoland.Anaverage

of

55

percent

of

consumers

across

10

countries

surveyed

intheGlobalConsumer

Survey

saidlow

prices

were

especially

relevant

forthem,while

onaverage

43

percent

were

keen

onluxury

and

premium

products.

Thisdichotomycanexplain

theconcurrent

rise

of

luxuryfashion

and

fastfashionbrandslikeZaraandH&M.

These

vertical

chainsaswell

asthebigsportsbrandsNike

and

Adidasrankamong

themost

often

boughtclothing

and

footwear

brandsinmost

of

thecountries

surveyed.Social

media

hasbecome

arelevant

information

channelforprospective

fashionbuyers.

Almost

twoout

offiveconsumers

inChina

andmore

than

athirdofU.S.consumers

professed

tohavebought

clothing

thathad

been

advertised

tothembyinfluencers

likeBloggers

or

Youtubers

within

the

lastyear.37Sources:GlobalConsumer

Survey

as

ofJune

2022Clothing

enjoys

wide

interest

among

consumersConsumer

Insights:Interest

inclothingShare

ofrespondentsinselectedcountrieswho

are

interestedinclothingSouthAfricaIndia85%83%82%80%80%80%BrazilItalySpainPolandFrance79%79%MexicoUnited

KingdomCanadaNetherlandsGermanySwedenUSA75%73%73%73%72%72%70%70%68%67%67%65%64%AustraliaRussiaAustriaSouthKoreaFinlandSwitzerlandChina38

Notes:Sources:Question:

Which

ofthese

products

and

servicesareyouinterested

in?GlobalConsumer

Survey

as

ofDecember2022Brand

awareness

for

clothing

and

shoes

is

very

highConsumer

Insights:Brand

awarenessPercentage

of

internetuserspayingparticularattention

tobrands55%58%56%55%48%47%47%46%45%44%37%38%38%36%31%34%29%30%28%32%25%30%

30%28%24%23%23%22%14%21%18%17%12%17%17%16%15%14%13%9%SmartphoneShoesClothingTV&HiFiHouseholdappliancesDetergents&CleaningproductsFood

&non-

Alcoholic

drinksalcoholic

drinksBags&accessoriesFurniture&householdgoodsUSAUKGermanyChina39

Notes:Sources:Question:

Inwhich

ofthese

categoriesdo

youpay

particular

attention

to

brands?GlobalConsumer

Survey

as

ofDecember2022For

67%

of

surveyed

Frenchconsumers,

a

low

price

was

of

particularimportance

for

clothing

productsConsumer

Insights:Low-priced

productsRelevance

of

low-priced

clothingFranceBrazilIndia67%62%59%SpainMexico55%55%Canada54%53%SouthAfricaUSA49%49%PolandNetherlands48%40

Notes:Sources:Question:

Forwhich

ofthese

products

is

a

low

price

ofparticular

importance

toyou?GlobalConsumer

Survey

as

ofDecember2022Indian

and

South

African

consumers

are

especially

keen

on

luxury

clothingproductsConsumer

Insights:LuxuryproductsRelevanceof

premiumorluxury

clothingIndia57%SouthAfricaBrazil49%46%45%45%MexicoChinaPoland38%37%36%ItalyNetherlandsSwitzerlandFinland36%36%41

Notes:Sources:Question:

Inwhich

ofthese

product

categories

do

you

alsobuy

premium

orluxury

items?GlobalConsumer

Survey

as

ofDecember2022InChina,

39%

of

internet

users

said

they

had

bought

clothing

advertised

byinfluencersConsumer

Insights:Influencer

marketingShare

ofrespondentswho

boughtclothingadvertised

bysocial

mediainfluencersChina39%USASpain36%31%CanadaFranceGermanyItaly26%24%23%23%22%21%SwitzerlandUKAustria17%42

Notes:Sources:Question:

Which

ofthese

products

orserviceshave

youbought

/used

in

the

past12

months

because

bloggers/YouTubers

orother

famous

peopleadvertized

them?GlobalConsumer

Survey

as

ofDecember202232%

of

the

respondents

from

the

United

States

and

Finland

had

purchasedsecond-hand

clothingConsumer

Insights:Second-hand

clothingPurchaseof

second-handclothingwithin

the

last

yearUSAFinlandPolandFrance32%32%31%31%UKSweden29%28%28%28%AustraliaSwitzerlandCanada27%27%India43

Notes:Sources:Question:

Which

ofthese

articles

have

youbought

second-hand

in

the

past12

months

(no

matterif

online

orin

person)?GlobalConsumer

Survey

as

ofDecember2022CHAPTER

06Trends•

Channelconvergence•

FastfashionSuccessful

brands

transcend

sales

channelTrends:

ChannelconvergenceTraditionally,retailers

tended

to

organize

saleschannelsassilo

structureswithoutconnection

toeach

otheror

even

stuckto

justone

format

inthefirst

place.

Inrecent

years

however,

as

the

rise

of

mobile

devices

haspervaded

thepublic

sphere,thedisconnect

of

onlineandofflinecommerce

isincreasingly

inconvenient

forconnected

shoppers

thatwant

tocheck

productavailability

inastore

or

seamlesslyorder

outofstock

itemsforlaterpick