The most direct answer to what the fashion sector expects for next year would be: more sales. But that would mean a simplification of his objectives and his work during these past months. The truth is that fashion and its industry go beyond the cash register and expect much more from 2021.

2020 is ending, a year in which fashion has shown that it can reinvent itself. It has been one of the sectors that has suffered the most from the vicissitudes and economic problems of a society in which people have been forced to stay long periods at home, have restrictions to move around and which has considerably reduced their social relationships, a key element to change costumes.

“You use fashion to socialize and it is increasingly difficult to do so in the current circumstances,” he told Efe Custo Dalmau, creative of the Custo Barcelona firm, during the last Madrid fashion week. Always positive, however, he added that “despite the change in our way of life, a good product will continue to have a future.”

The reality is that companies have changed their strategy and the way they display their designs to the client. The catwalks are now “fashion films”, the brands fearlessly enter the world of sustainability and are clearly committed to quality fashion and “slow fashion”. Digitization has definitely knocked on your door. To the point that large firms such as Elie Saab and even Óscar de la Renta have sold their collections in Amazon’s high-end e-boutique.

Spanish and world fashion are experiencing a turbulent moment where sales have plummeted and are looking towards the Asian and even South American markets with the idea of ​​positioning themselves, when better times return, in the so-called emerging markets.

The annual report on the state of fashion in 2021, produced by the consulting firm McKinsey and published this month of December, indicates that due to the pandemic, fashion executives are planning a wide variety of scenarios and expect a rapid global recovery.

Prepare for the “next normal”

Amid mounting pressure on performance, shifting consumer behaviors and accelerating digital demand, the report notes that “it is imperative to act decisively to prepare for the next normal.”

He also points out that many fashion companies during the crisis have taken the opportunity to reshape their business models, optimize their operations and perfect their proposals for customers.

The sector seeks to reinvent itself by now taking giant steps in a structure that in Spain was already slipping slowly towards the digitization and internationalization of companies and that at the moment is moving like a thunderbolt looking for alternatives, new ways of creating and displaying trends .

That unity is strength has proven as real in recent months in Spanish designer fashion as its initiatives to activate the sector, not only in search of aid, but also for commitments and alternatives that also involve the consumer.

Modesto Lomba, president of the Association of Fashion Creators (ACME), has assured Efe that the crisis caused by Covid-19 has arrived when they had not yet fully recovered from the previous economic crisis. It has focused on caring for the environment, which implies “responsible consumption and investing in quality versus quantity” which contributes to preserving not only the environment, but also “trades” as a “fundamental part” of cultural heritage.

Lomba recalls that Spain is one of the few European countries that preserves an important artisan fabric that accumulates the knowledge of many generations of artisans.

“The author’s fashion sector is a great standard for these trades, collaborating with artisans so that techniques are not lost and that industry remains alive,” he says, so he hopes that next year they will be generated. changes in consumer habits that help keep an industry alive that “generates wealth and jobs” in the country.

The founder of Slow Fashion Next, Gema Gómez, an expert in instilling sustainable values, has told Efe that she “had never heard of sustainability as much as now.” “It’s overwhelming”, she notes, although she warns that she trusts that it is not just “a facelift.” Gomez understands that “the current economic model encourages consumption and is not allied with the basic concepts of sustainability.”

Silvia Pérez Bou, professor of Sustainability at ISEM-University of Navarra, points out that a fashion company that is not responsible and transparent in its value chain (from the selection of raw materials to the point of sale, passing through working conditions of workers), “has no future.”

(Source: Fashion Network / EFE Agency)