The fashion industry is at a decisive turning point, marked by disruptive forces including digital transformation, sustainability imperatives and shifting consumer expectations. To remain competitive, brands must act now, rethinking how they create, manufacture and market their products, anchored in strong technology strategies and collaborative ecosystems.

The fashion sector is no stranger to change, having adapted to industrialisation and the rise of e-commerce. But today’s fragmented value chains and siloed teams no longer align with the demands of fast, digitally native disruptors. “The fashion industry is at a decisive turning point where embracing digital transformation and sustainability is no longer an option but a necessity”, states Yann Rivoallan, President of Fédération Française du Prêt à Porter Féminin.

A Fundamentally Different World is Emerging
As market positions once considered secure are challenged, brands must adapt quickly and identify new competitive advantages. “Agile supply chains that respond to evolving consumer expectations are now non-negotiable”, explains analyst Ben Hanson.

Sustainability is no longer a nice-to-have, it is a prerequisite for business survival. Tightening regulations, including digital product passports, are pushing brands towards transparency and ethical accountability. “Sustainability is, first and foremost, about business survival”, affirms Victoire Satto, Founder and CEO of The Good Goods.

At the Heart of the Problem Lies Fragmentation
Fashion’s complex value chain makes integration difficult. Large brands managing multiple categories often struggle with standardisation and data flow across departments. To overcome this, technology must support a seamless and connected ecosystem.

The Shift: From Output to Outcome

Brands have long used technology to boost output. Now, a broader, outcome-focused mindset is needed. “Technology decisions must drive strategic business outcomes, not just improve individual tasks,” says Maximilien Abadie, Chief Strategy Officer and Chief Product Officer at Lectra.

That means prioritising data-driven decision-making and adopting AI, digital twins, and advanced manufacturing tools.

Lectra’s vision for transformation spans three core domains; Create, Manufacture, and Market; connected by real-time, centralised data.

By interlinking these three core domains, Lectra is not only enhancing the individual processes within the fashion value chain but is also paving the way for a more connected and efficient operational framework. This comprehensive integration allows brands to harness data’s full potential, enabling better decision-making, increased agility, and, ultimately, a more sustainable future for the fashion industry.

“It simply will not work for a brand to focus only on improving how they create products without also elevating the way they manufacture and market them,” emphasises Maximilien Abadie.

Now is the time to act. Fashion’s future hinges on brands’ ability to embrace integration, agility, and innovation. Those who rise to the challenge will lead the way towards a more connected, competitive, and sustainable industry.

For a deeper understanding of how to navigate this transformative landscape, read the comprehensive white paper detailing strategies and insights essential for success in the evolving world of fashion: Why the future of fashion depends on finding better ways to create, make, market, and more – starting today | Lectra