2026年时尚现状报告

ACKNOWLEDGEMENTS The authors would like to thank Emily Beaumont, Laura Hyland, Helena Hyytiä and Aoife Mullan fromMcKinsey’s London, Helsinki and Dublin offices for their critical roles in delivering this report. We would alsolike to thank Abhishek Goel for his significant contribution to the MGFI article again this year. A special thanks to all members ofThe Business of Fashionand the McKinsey communities for theircontributions to the research and participation in the BoF-McKinsey State of Fashion 2026 Executive Surveyand the BoF-McKinsey State of Fashion 2026 Consumer Survey, especially the many industry experts whogenerously shared their perspectives during interviews. In particular, we would like to thankRocco Basilico, James Cadwallader, Michelle Gass, Daniel Herrmann, Rati Sahi Levesque, Alexis Nasard,Joshua Schulman and Ahmed Zaidi. The authors are grateful to Altiant for their contribution to the research. The wider BoF team has also played an instrumental role in creating this report — in particular, Brian Baskin,Nick Blunden, Simone Stern Carbone, Cathaleen Chen, Niamh Coombes, Amanda Dargan, Fred Galley, HeJia, Vikram Alexei Kansara, Presiyana Karastoyanova, Joan Kennedy, Sarah Kent, Rawan Maki, MaliqueMorris, Alex Negrescu, Carlos Lopez Sanchez, Arunima Sharma, Lillian Sesiguzel, Amy Vien, Amy Warren,Robert Williams, Michelle Wiles, Josephine Wood and Robb Young. We would like to thank the following McKinsey colleagues for their special contributions to the reportcreation: Ekaterina Abramicheva, Rhythm Ahuja, Julie Annis, Sarah André, Jiamei Bai, Magdalena Balcerzak,Danielle Bozarth, Julia Borrebaeck, Pamela Brown, Inés Casanovas, Joyce Chai, Dhruv Chandras, MichaelChui, Becca Coggins, Gurneet Singh Dandona, Javier Del Pozo, Sandrine Devillard, Hayley Doner, EricFalardeau, David Fuller, Katharina Giebel, Kenza Haddioui, Sangwoo Han, Holger Harreis, Taka Hemley,Julian Hügl, Patricio Ibáñez, Michael Jennings, Gabrielle Johansen, Younghoon Kang, Sophia Kummers,Nikolai Langguth, Jihye Lee, Clarisse Magnin, Laura Mendoza, Alexandra Mondalek, Blaire Motes, SteveNoble, Olga Ostromecka, Gizem Ozcelik, Roger Roberts, Katharina Rombach, Amaury Saint Olive, CarlosSánchez Altable, Alice Scalco, Jennifer Schmidt, Alok Singh, Nadya Snezhkova, Henri Stehle, MarieStrawczynski, Corinne Teschner, Katarina Towianska, Yasufumi Tozuka, and Rebecca Zhang. We’d also like to thank Vratislav Pecka for the cover illustration. CONTENTS 82Fashion System 6Executive Summary Theme 07:Efficiency UnlockedTheme 08:Resale SprintTheme 09:The Elevation GameTheme 10:Luxury Recalibrated 10Industry Outlook 18Global Economy Theme 01:Tariff TurbulenceTheme 02:Workforce Rewired McKinsey GlobalFashion Index128 38Consumer Shifts Theme 03:The AI Shopper Theme 04:Jewellery SparklesTheme 05:Smart FramesTheme 06:The Wellbeing Era CONTRIBUTORS IMRAN AMED ANITA BALCHANDANI GEMMA D’AURIA MARC BAIN Imran Amed is one of the global fashion industry’sleading writers, thinkers and commentators, andis founder, chief executive and editor-in-chief ofThe Business of Fashion(BoF), a modern mediacompany and the authoritative voice of the globalfashion and luxury industries. Imran holds anMBA from Harvard Business School and a B.Comfrom McGill University. He was born in Canadaand holds British and Canadian citizenship.Previously, Imran was a management consultantat McKinsey & Co. Gemma D’Auria is a McKinsey senior partner andleader of the firm’s global Apparel, Fashion &Luxury sector. She has worked extensively inNorth America, Europe and the Middle Eastsupporting retail, fashion and luxury players andfamily-owned businesses in shaping bold strategicagendas and driving transformations for higherperformance and organisational health. Gemma isalso a leader of McKinsey’s CEO Excellenceinitiative and is passionate about supporting theleadership journeys of top teams and CEOs. Anita Balchandani is a senior partner inMcKinsey’s London office. Anita co-leads theApparel, Fashion & Luxury sector in EMEA.She works with global brands and retailers inshaping ambitious growth agendas, drivingdigital transformation and designing winningmodels for the future. Anita also worksextensively in the private equity space leadingdiligence and value creation plan supportacross numerous growth equity transactions. The senior technology correspondent atTheBusiness of Fashion, Marc Bain reports on theinnovations reshaping the global fashionindustry and writes a weekly tech newsletter.In his career as a reporter, including severalyears as the fashion reporter atQuartz, he hascovered all aspects of the industry, fromgarment workers to the runway, and in 2021received an award in business journalism. HANNAH CRUMP DAVID BARRELET AMANDA DARGAN COLLEEN BAUM Colleen Baum is a senior partner in McKinsey’sNew York office and is a leader of McKinsey’sretail and apparel operations practice in NorthAmerica. She advises retailers and fashionbrands on end-to-end cost ma