Chapter 1

The state of fashion eCommerce and retailing

There is a paradigm shift happening in the fashion industry; McKinsey calls it the ‘year of the awakening.’

Merchants, regardless of size need to be agile, have a digital-first mindset and achieve faster speed to market. Small brands are able to develop a global presence quickly and on the cheap. At the same time, there is pressure from consumers for brands to be ethical, socially conscious and transparent of their product supply chain. 

Let’s dive into some of the biggest challenges facing emerging brands: