Which brands and business models will dominate in the next 10 years?

The fashion world is shifting fast. If you're not watching the horizon, you'll miss the next wave. I used to think quality and price were enough. Not anymore.

In the next 10 years, brands that master digital technology, embrace sustainability, and restructure their supply chains will lead. Traditional business models are fading, while new ones like DTC, ultra-fast fashion, and virtual fashion rise.

Back then, I watched some brands fall just because they didn’t pivot fast enough. What’s coming is even bigger. So, the question is: who’s ready—and who’ll get left behind?

The industry has entered a turning point: What are the key forces driving future changes?

We’re entering an era where the rules are being rewritten. The forces pushing the change are everywhere—from consumer behavior to global logistics.

Consumer expectations, digital technology¹, and supply chain disruptions² are reshaping fashion. At the same time, sustainability³ and environmental policies are becoming non-negotiable.

Creative Design Process

Changes in consumer behavior (Generation Z, Millennials)

Younger generations are no longer loyal to logos—they care more about values, uniqueness, and transparency. They want fashion that speaks for them, not just to them.

• Gen Z prefers resale, rental, and personalization
• Millennials value sustainability and ethical production
• Both groups expect brands to respond instantly on social media

Sustainable development regulations and environmental trends

Governments are stepping in. Carbon taxes, ESG regulations, and green certifications are tightening. Brands without a sustainability roadmap will lose both shelf space and consumer trust.

Driven by digital technology (AI, 3D proofing, virtual fitting)

Technology is not just a tool—it's the engine. AI can predict trends, 3D sampling cuts development time, and virtual try-ons reduce returns.

• Faster go-to-market times
• Lower prototyping costs
• Enhanced personalization for shoppers

Restructuring of the global supply chain ("nearshore production", "flexible small orders and fast returns")

After COVID and trade tensions, no one wants to rely on a single far-off supplier. The game now is flexibility and speed.

• Nearshoring allows faster delivery
• Small batch orders reduce overstock
• Real-time reorders based on live demand

Five business models that may dominate in the next 10 years?

New business models are replacing the old. What used to work—seasonal drops, big batch orders—isn’t enough anymore.

The future belongs to models that reduce waste, move fast, and deliver direct. DTC, sustainable fashion, and tech-driven models will lead.

Direct e-commerce brands (DTC)

By cutting out retailers, DTC brands own the customer journey. They use data to predict needs, respond fast, and grow communities.

• Better margins
• Faster feedback loops
• Higher customer loyalty

Fast + ultra-fast fashion (Shein, Temu model)

Some hate it, others copy it. These platforms rewrite speed: from design to delivery in weeks, even days.

• AI trend prediction
• Factory-to-doorstep logistics
• Micro-influencer marketing

Sustainable/environmentally friendly driven brands (Patagonia, Pangaia)

They focus on long-term trust over short-term trends. For a growing number of buyers, that’s worth paying for.

• Recycled and organic materials
• Transparent sourcing
• Circular models (resale, repair)

Subscription/on-demand production (Stitch Fix, Unspun)

These brands avoid inventory waste by producing only what’s sold.

• AI-curated personal styling
• Mass customization
• Reduced returns and waste

Digital twins and virtual clothing economy (NFT clothing, virtual fashion)

Fashion is no longer limited to the physical. Avatars need clothes, too.

• Digital collections worn in games and socials
• NFT-based exclusives
• Zero-material waste

Who is the next generation of leading brands? Potential players from a global perspective?

I’m always scouting brands that could be the next Nike. Some are already on their way, but the most exciting ones are still emerging.

Tomorrow’s giants may come from anywhere: DTC players in the US, fast-fashion innovators in Asia, or startups blending tech and function.

Inventory of emerging DTC brands in Europe and the United States (Everlane, Gymshark)

These brands have loyal fans, data-driven operations, and values-first marketing.

• Everlane: Radical transparency + clean design
• Gymshark: Community + influencer marketing

Emerging platform brands in Asia (Shein, Urban Revivo)

Asian brands move faster than ever—digitally native, production-efficient, and trend-savvy.

• Shein: AI + short production cycles
• Urban Revivo: High fashion at mass prices

Potential "dark horses": technology fashion startups, functional clothing brands

Watch for brands that solve problems, not just look good.

• Wearable tech + health monitoring
• Modular and multi-purpose fashion
• Lab-grown or recycled material innovation

How do traditional brands transform to cope with future competition?

Legacy brands can’t just refresh their logo. They need a full-system reboot—from how they sell to how they produce.

The best ones are investing in tech, embracing ESG, and teaming up with startups. That’s how they stay relevant.

Digital upgrade (omni-channel sales, data-driven design)

Retail is not dead. But offline and online must work together.

• Unified customer profiles
• Personalized promotions
• AI-generated designs

Implementation of ESG and sustainable development strategies

Without ESG, investors and Gen Z will walk away.

• Carbon footprint reporting
• Fair labor audits
• Circular design strategies

Cooperation model with emerging technology companies (AI design, digital supply chain)

Partnerships bring speed and innovation.

• Use AI platforms for fast design
• Collaborate with 3D/AR fitting tech
• Work with digital twins for virtual testing

Analysis of the transformation path of Nike, Zara, and H&M

Conclusion

The winners will be fast, smart, and green.

Brands must choose wisely: go tech, go lean, go green—or get left behind.
Manufacturers? It’s time to upgrade or disappear. The future will reward those who move together.