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As volatility becomes the norm, “predictable unpredictability” is the new reality for companies in the business of selling apparel, footwear and accessories. In response, the most resilient brands are adopting a different mindset, as agility — not scale alone — emerges as the competitive advantage.
As supply chains grow more complex, agility and proximity are taking priority over brute scale. In beauty, fashion and sportswear, brands are rethinking fulfilment as a competitive advantage — investing in real-time inventory visibility, predictive analytics and localised distribution models. Leading retailers are working to place inventory as close as possible to the customer, before demand even arises.
The pandemic, geopolitical tensions and shifting trade policies exposed deep fragilities in global supply chains — disrupting factories, inflating costs and complicating cross-border movement. For fashion brands, the result has been longer lead times, rising expenses and constant uncertainty.
Luxury brands therefore need infrastructure that delivers consistent experiences across every channel, whether it’s fulfilling a retailer drop, a VIP online order, or managing international returns. The goal pushes beyond reach, to responsive, intelligent operations that uphold brand integrity at every touchpoint.
Fashion’s most forward-thinking companies treat fulfilment, returns and customer data as brand-critical functions, not just commodities. Choosing the right partner isn’t just about capabilities; it’s about shared values, proven performance and an ability to evolve in sync with the brand.
In this whitepaper from Vogue Business and global logistics leader GXO, we explore how strategies around flexible infrastructure, diversified sourcing and smart risk management can help keep fashion businesses malleable in the face of change. Kamran Iqbal, head of sales at GXO Direct, says: “Disruption is nothing new, and in today’s environment, supply chain resilience is no longer a differentiator, but a requirement.” With a wealth of expert analysis, brand case studies and insight into new solutions from GXO, this whitepaper is a must-read for supply chain professionals seeking to build agile processes to combat industry volatility.
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