The fashion industry, which is currently the fastest growing retail segment in the e-Commerce market, is sure to be at the forefront of this historic growth… as long as fashion brands remain quick to react to the ever-growing demands of the modern consumer.

From working with various brand leaders within the fashion industry on their overall strategy for 2020, I’ve finally had the chance to populate my predictions based on what I’ve seen and heard…

*Disclaimer, these are MY predictions only!!!*


1. Connected apparel & footwear at the forefront of fashion

In the age of technological change, fashion is reinventing itself. Adidas, Nike and Under Armour will pair up with tech giants such as Samsung, Amazon, Huawei and others to create smart clothing…is it just me or do Marty McFly’s self-lacing Nikes come to mind? Nostalgia.


2. Waste-free fabrics will drive change

High street fashion chain Zara has announced that all of its collections will be made from 100% sustainable fabrics before 2025…will the rest of the high-street follow suit?


3. Fast-fashion will probably never go away-but fashion brands are more willing to make changes to improve their environmental responsibility…

While a good few retailers offer their own recycling schemes, many of those that don’t have signed up to reGAIN –a fashion recycling app. It offers a digital take-back scheme, meaning that users can drop off their unwanted clothes at any one of their 20,000 points in the UK. This is in exchange for discount coupons for the partnering online retailers… will brands continue to adopt this method?


4. Made to order clothing will thrive

With personalisation and “the perfect-fit” high on the agenda for shoppers, retailers are looking to AI technology to deliver personalised fit data to every shopper. As this technology becomes more sophisticated, and easier for brands to roll out to shoppers, the benefits it affords are numerous!


5. Fashion will become hyper local and experiential show rooms and pop up shops will become increasingly popular

Taking a more local approach makes sense in a market where increasingly impatient and time-poor shoppers expect their every demand to be met. Retailer’s bricks-and-mortar strategy can no longer be a “one size fits all” approach.


6. AR, VR, AI & Personalisation at the top of every marketers 2020 strategy

If you think about it, it makes complete sense! Augmented reality is a tool that can revolutionise how consumers interact with brands. With this tech, marketers can seamlessly blend real-time surroundings to boundless animated designs. Whether it’s a physical store or an e-commerce site, one thing is clear: augmented reality can help enhance the customer’s shopping experience and affinity for the brand.


7. Social shopping will fluctuate further

More and more people are doing their shopping on social media platforms. With the improvement of social media’s selling capabilities, social media platforms are more than just advertising channels.


And that’s a wrap!