Forecasting the US fashion industry with industry professionals - part 2

Purpose – This paper, with part 1, aims to investigate the opinions of professionals working in the fashion industry on the future (i.e. next ten to 20 years) of fashion production and retailing.Design/methodology/approach – Data in the form of essays were collected from 62 professionals. The constant comparative method and open coding were used in analysis of the data.Findings – Advances in technology were identified as a driving force behind changes in fashion production and retailing. The total automation and wide adoption of mass customization were foreseen, along with continuous improvement to information technology. Some participants predicted that most production would continue to be sourced offshore. Others believed that apparel production would remain and even grow within the USA. To counter global competition, several strategies were identified. While online shopping was predicted to increase, brick and mortar stores would remain. Through the combination of different types of stores, new types o...