The fashion industry is constantly evolving, and over the next four years, sustainability, digitalization, and new manufacturing technologies will be the biggest drivers of change. Euromonitor International provides an analysis that the following trends will have the greatest impact by 2029:
1. Sustainability standards will become even stricter:
- Carbon neutrality targets – big brands like Nike, Adidas, Zara will have to meet stricter EU and JAV sustainability standards. It is true that it is unknown what US policy will be after Donald Trump comes to power.
- More recycled fabrics – by 2029, more than 50% of manufacturers will use recycled or organic fabrics;
- Fashion rentals and the pre-loved market will grow – the market for used clothing and footwear will double by 2029.
What is currently on the market? Outdoor clothing brand Patagonia already uses 100% recycled or eco-friendly materials in its products. Their Worn Wear model allows customers to return old clothes for repair or recycling. Another example is designer Stella McCartney, who uses no real leather or fur in her clothing, and instead uses recycled plastics and organic cotton. Finally, Adidas x Parley for the Oceans is a collaboration between Adidas and the organization Parley, which produces sneakers from recycled plastic waste found in the oceans.
2. Digital fashion and the growth of the metaverse:
- Virtual clothing will become commonplace – people will buy clothes for their digital avatars, especially on social networks and in games.
- More AI assistants in fashion – AI will help consumers find the right sizes, personalize purchases, and create unique designs.
What is currently on the market? Sportswear manufacturer Nike has created its own metaverse platform, Nike .Swoosh, where users can purchase digital sneakers and clothing for their avatars. Luxury fashion brand Balenciaga has partnered with the game Fortnite. The fashion house has created a virtual collection that players can purchase and have their characters wear. Digital fashion brand The Fabricant, which creates only virtual clothing, has introduced virtual clothes that are designed to be “worn” on social networks or in the metaverse.
Digital clothing is predicted to become commonplace by 2029, especially for opinion leaders and social media users. Virtual fitting rooms are also expected to become standard, allowing shoppers to try on clothes before purchasing online.
3. The slowdown of fast fashion:
- People will buy less, but of higher quality - consumers will choose durable products, and Fast Fashion brands will have to reorient towards a sustainable business model.
- Regulation and taxes on fast fashion – it is predicted that additional environmental taxes will be introduced for the largest fast fashion companies by 2029.
What is currently on the market? Brunello Cucinelli, Loro Piana, The Row, these brands have become popular in 2023-2024 due to their quality, minimalist and durable products. Apple Vision Pro and Fashion - Next-generation technologies, such as the integration of Apple Vision Pro glasses with fashion, can change the high-end shopping experience.
It is predicted that by 2029, consumers will buy fewer, higher-quality clothes that last longer. Logos and glitter will become obsolete, and luxury brands will focus on quality, craftsmanship and exclusive materials.
4. Footwear innovations – more comfort and technology:
- "Smart" shoes with integrated sensors - the footwear will measure steps, posture, and adapt to the shape of the foot.
- 3D printing will become a common manufacturing method, allowing for the creation of lighter, stronger, and more personalized shoes at lower costs.
What is currently on the market? Nike Adapt BB – Nike has already created an automatically adapting sneaker that adjusts the shoe's fit to the shape of the foot. Athletic shoe brands HOKA and On Running are rapidly gaining popularity for their ultra-light, ergonomic shoes designed for active lifestyles. Lululemon has introduced its own sneakers that are suitable for both training and everyday wear.
It is predicted that by 2029, smart sneakers will become the norm - built-in sensors will record steps, posture and even be able to adapt to the foot. Also, Hybrid sportswear - will combine functionality with stylish design, so that it can be worn both in the office and while exercising.
5. Changing consumer behavior: what will matter in 2029?
- Personal experience – people will look for unique products tailored to their needs.
- Localized production – fewer global supply chains, more local production to reduce CO₂ footprint.
- Hybrid shopping – physical stores will integrate with virtual reality and artificial intelligence.
What is currently on the market? Zara and H&M's transition to more sustainable production – these giants are already creating sustainable collections (Join Life, Conscious).Vinted", "ThredUp" and "Depop" growth - the sale of second-hand clothes is rapidly gaining popularity, especially among young buyers.
It is predicted that by 2029 fast fashion brands will have to change or disappear due to growing regulation and consumer awareness. More people will buy second-hand clothes because it is not only eco-friendly but also stylish. Digital and physical fashion will join forces - virtual clothes and AI assistants will become an integral part of shopping. Sustainability will become an inevitable standard - shoppers will choose ethically produced, long-lasting products. Sports and technological clothing will dominate the market - smart shoes, breathable fabrics and ergonomic clothing will be the norm.
The next five years will be the biggest transformation period for the fashion industry, moving from excessive consumption to more sustainable, high-quality and innovative solutions. Well, whether this will be possible for everyone remains to be seen.
Prepared according to Euromonitor International
