Kunal Kapur, managing director at Coats Digital analyses the fashion market in light of McKinsey’s State of Fashion 2026 report. Kapur emphasises a need for industry to adopt digitalisation to stay ahead of changing market conditions.
Fashion’s landscape is changing in 2026 as tariffs, inflation, shorter trend cycles and unpredictable consumer behaviours continue to shape market demand.
According to McKinsey/BoF’s newly published, State of Fashion 2026 Report, US tariffs alone could slap an extra US$27bn to global apparel and footwear imports; with Vietnam, India, and Bangladesh among the most exposed.
Although, the report highlights the fact that the challenge ahead is indeed a significant one – it also confirms that so too is the opportunity.
I wholeheartedly believe that technology, in its broadest sense, is undoubtedly emerging as the industry’s most powerful lever. Technology continues to help fashion companies anticipate change, optimise costs, and engage consumers
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