A perfect fit

The DNA of winning apparel brands

Report

The global market for apparel presents both challenge and opportunity. To be a winner, a brand must plot an ever more careful path: there is little scope to get it wrong.

On the one hand, global market growth has slowed, consumers are ever more demanding, and the costs of operation continue to inflate. On the other, international borders and channels are blurring, allowing brands access to broader markets, whilst consumers are showing increasing loyalty to the brands they value and trust.

With these opposing forces, it is of no surprise that retailer and brand performance in the apparel market is increasingly polarised between the winners and losers. Against this backdrop, we unpick the DNA of the winners, and show how to identify and grow a winning apparel formula.

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