The State of Fashion

As the four-decade-old American retailer projects record sales this year, CEO Libby Wadle unpacks how she and her design team were able to win back alienated customers for the BoF-McKinsey State of Fashion 2025.

A fragmented fashion industry needs to cooperate in order to avoid falling further behind on decarbonisation efforts, according to the BoF-McKinsey State of Fashion 2025.

The American brand is seeing rising sales even as consumers rebel against high prices. For the BoF-McKinsey State of Fashion 2025, CEO Patrice Louvet spoke about how pricing and merchandising strategies have set up the company for success in uncertain times.

AI-powered curation across content and search is helping shoppers overwhelmed by choice to find the items they want, with benefits for brands and retailers, according to the BoF-McKinsey State of Fashion 2025.

The e-commerce giant is helping mass-market and premium brands reach millions of consumers across India. For the BoF-McKinsey State of Fashion 2025 report, CEO Nandita Sinha explained how brands can navigate through the complexities of this dynamic market.

India will be a major focus in the year ahead, particularly for high-street players, while Japan’s luxury boom is expected to continue, according to the BoF-McKinsey State of Fashion 2025.

Ahead of his company’s deal to acquire Yoox-Net-a-Porter, Mytheresa CEO Michael Kliger opens up about what it takes to be a leader in online luxury and his expectations for the year to come in the BoF-McKinsey State of Fashion 2025.

The battle between challenger brands and incumbents is only set to intensify, pushing each camp to develop more innovative products and devise creative new ways to reach shoppers and tell their stories, according to the BoF-McKinsey State of Fashion 2025.

Rising costs, evolving trade policies and shifting political winds are pushing brands to diversify their sourcing in Asia and laying the foundations for more manufacturing closer to home, as detailed in the BoF-McKinsey State of Fashion 2025.

The ninth annual State of Fashion report by McKinsey & Company and BoF Insights, The Business of Fashion’s data and advisory team, reveals that economic and geopolitical challenges, combined with shifts in customer values, will define a turbulent year ahead. Download the full report to understand the 10 themes that will shape the industry and the opportunities for growth in 2025.

Rachel Arthur, the sustainable fashion advocacy lead at the UN Environment Programme, breaks down for The State of Fashion 2024 why marketers should have a bigger role in efforts to improve the way the industry operates.

Sportswear brands can lean into innovation, technology and collaborations to build credibility with outdoor-focused consumers, explains On's co-founder for The State of Fashion 2024.