Fall in demand, substantial shift to digital shopping, renewed attention of consumers to brand values, lower weight of travel retail and a new ‘less is more’ mentality: these are five main trends that fashion will cross in 2021 according to a McKinsey research. In the more favorable economic recovery scenario, in 2021 sales of the fashion sector in China could exceed those of 2019, Europe could approach the 2019 level, and the United States could lag a little further (down from 7 to 12 percent). Companies should therefore seek to seize the new opportunities and also double the categories, channels and areas that perform best. Some possible positive areas to look out for: the luxury segment in China, athleisure and activewear (given the continued interest of consumers in health and wellness) and casualwear as people continue to work from home.

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