The fashion industry is undergoing significant recalibration as traditional retail partnerships struggle under intensifying cost pressures and shifting platform dynamics. With experience as a CTO and growth strategist, the author highlights the shift from SEO and organic social media to influencer-driven content in e-commerce. Brands must take control over their distribution channels and customer data to succeed. A troubling trend emerges as brand reliance on retailers risks financial exposure, with consignment and delayed payments adding to the challenges. This evolving landscape requires brands to adapt to survive.
Brands that succeed will take control of their distribution, customer data, and long-term business narrative amid shifts in retail partnerships and increased cost pressures.
Today, credibility for brands comes at a steep cost, and the risk of funding one’s own demise is increasingly present as consumer behaviors shift.
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