Globalisation Versus Deglobalisation in the Fashion Industry

Abstract The phenomenon of globalisation is an enhanced driver of fashion sales globally. Nevertheless, its continual growth will slow due to geopolitical factors. Globalisation has contributed to many successes in the fashion industry, but political opinion is slowing this process down. The question is whether globalisation becomes deglobalisation and how this will affect the fashion industry from supply chain, operations and marketing to logistics. The impact of deglobalisation on the value chain in the fashion industry will require a new perspective. Deglobalisation is about refining globalisation so that cultural and social issues feature more prominently in the globalisation construct; a fashion industry that reflects on this will help to resolve inequalities and improve the wages and rights of the people that work in developing countries. However, cultural change will require the fashion industry to accept the premises of deglobalisation and incorporate ethical leadership centralised on morality and fairness. Industry 4.0 has tools and applications that would help the industry on its journey so that all actors gain positive outcomes. With Gen Z and other consumers making purchase decisions influenced by the responsibility of the brand (suppliers, production and fashion retailers), there is momentum to move the dial on the fashion industry from sluggishness to change.