Sustainable, powerful Fashion transformation in the “New Normal”

The Group’s vision on the Fashion industry’s new trends on the Fashion Economy Report


As countries are looking towards a “New Normal”, Fashion brands adjust to new ways of working and new behaviors and preferences. From the adoption of digital tools to the increasing demand for ethical and sustainable products, the Fashion industry is experiencing a shift that is affecting both small and big businesses. Luca Tonello, Sales Director at Dedagroup Stealth, and Andrea Menè, Managing Director at Zedonk, explained in Fashion Economy Report how technology supports Fashion brands through this powerful transformation. The Report is published in “The Times” newspaper, in association with the British Fashion Council and Fashion Cloud’s Digital Fashion Week Europe.

“The wholesale landscape has completely changed with no physical shows or presentations. Consumer sales routes have also been changing - with brands needing to sell remotely and online using systems such a Zedonk. More effort has gone towards direct models, but as lockdowns ease, they’ve simultaneously needed to work on getting back to excellent bricks-and-mortar experiences,” explains Andrea Menè. “Brands are adjusting to the new ways of working and seeking to ensure they are future-ready. Using a dedicated, efficient ERP system that meets their needs will be essential to success”, he adds. 

Among the new trends currently affecting the Fashion industry, probably the most relevant is the shift towards more sustainable and ethical business models. A significant challenge for Fashion brands, as Luca Tonello highlights: “Luxury brands may buy ‘sustainable’ materials but struggle to audit suppliers. Fast fashion brands may find it tough to cheaply source sustainably and ethically. Online brands’ high return rates augment the carbon damage from goods delivery. There is a long way ahead for the right business models, supported by technology”.

The right tools can indeed help brands achieving transparency and change and therefore transform the Fashion industry. “Having the right technology is essential in tracking and measurement, beginning with the traceability of materials and evaluation of production suppliers, and carrying on through the business to the consumer. Technology that collects and analyses this data well is an enabler of circular, sustainable business models. It helps companies manage and understand information across entire lifecycles of products, empowering better choices,” concludes Luca Tonello