What fashion's e-commerce and tech professionals need to know today.
Kicking off 2025, BoF Careers shares key learnings for fashion professionals from BoF and McKinsey & Co.'s ninth annual State of Fashion report for 2025. Design: A top priority is the demand for differentiation, which will translate into unique designs to capture market share. Plus, brands are gearing towards older generations with younger consumers pulling back on spending, so designs will focus on improved functionality and versatility. Discover design jobs on BoF Careers. Marketing: Localising marketing campaigns by partnering with suitable content creators, in order to resonate with consumer cohorts across the globe while leveraging data-driven personalisation, will be a focus for marketing teams in 2025. Search marketing jobs on BoF Careers. Retail: 75 percent of shoppers are likely to spend more after receiving high-quality service from store personnel. Priorities will see a broadening of incentive structures for retail staff to focus on product expertise and longer-term relationship building with clientele. Explore retail jobs on BoF Careers. Buying & Merchandising: 65 percent of executives plan to alter their assortments to include a variety of options across price points. With discretionary spending remaining low, it will be important to appeal to a wide range of consumers in 2025. Browse buying & merchandising jobs on BoF Careers. PR & Communications: Social media will continue to evolve the way that consumers discover and purchase fashion. Indeed, social media now rivals search engines for brand discovery, with 38 percent of customers using the former, and 37 percent the latter. Discover PR & comms jobs on BoF Careers. Production: Ongoing shifts in global trade will impact sourcing, with retailers accelerating their reconfiguration of supply chains to prioritise nearshoring and manufacturing in geopolitically aligned countries. Search production jobs on BoF Careers. E-Commerce & Technology: 50 percent of fashion executives see consumer product discovery as the key use case for generative AI in 2025. Meanwhile, multibrand retailers with vast product data are driving change in content curation to improve click-through. Explore e-comm and tech jobs on BoF Careers. Plus, discover the best jobs on BoF Careers, and read the latest insights handpicked for e-commerce and technology professionals.
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| The State of Fashion 2025 by McKinsey & Company and BoF Insights | Fashion executives are feeling pessimistic about 2025. A long-expected post-Covid spending slowdown has arrived, while geopolitical tensions remain high. But there are still pockets of opportunity in promising new markets, in underserved customer groups and at new frontiers in customer experience, powered by artificial intelligence. Download The State of Fashion 2025 now to explore the 10 themes that will define the industry in the year ahead. | | |
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