BOF Shares Its "State of Fashion" 2026: The Skills That Will Define Fashion’s Next Power Players
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By PAGE Editor
As 2026 begins, Business of Fashion Careers, drawing from BoF and McKinsey & Co.’s 10th annual The State of Fashion report, outlines a clear reality for fashion and beauty professionals: the industry is entering a sharper, more selective era where creativity, efficiency and technological fluency must coexist.
Design remains the industry’s strongest currency. For 81 percent of consumers under 35, design and creativity are the primary drivers behind purchasing decisions. In an increasingly crowded market, originality and quality are no longer differentiators—they are prerequisites. Designers capable of delivering distinctive, high-caliber work will be best positioned to secure the most competitive roles as brands double down on creative excellence.
Creativity, however, must now justify its value. With discretionary spending under pressure, only 33 percent of consumers remain willing to splurge. This group is far more discerning, placing heightened emphasis on craftsmanship, durability and cohesive creative direction. For creative teams, this means refining brand codes, making intentional creative bets and ensuring every design decision reinforces long-term brand equity.
Behind the scenes, production pressures are intensifying. Forty-five percent of businesses identify sourcing costs, pricing and inventory management as the areas under the greatest strain. In response, demand is rising for specialists who can bridge operational rigor with innovation—professionals skilled in data sharing, change management and experimentation will play a critical role in unlocking efficiency gains throughout 2026.
Retail, too, is being redefined as a brand-building tool. A strong store experience is no longer optional: there is a 76 percent correlation between positive in-store interactions and consumers perceiving a brand as premium. As brands move upmarket, they will prioritise talent that deeply understands brand values and can translate them into meaningful, human connections on the shop floor.
Marketing and PR are entering an elevation era. With margins tightening and competition intensifying, fashion brands are sharpening their positioning. Marketing teams are now tasked with delivering standout, tailored experiences that justify premium pricing and reinforce desirability, making strategic storytelling and experiential thinking more valuable than ever.
Ecommerce and technology sit at the center of future growth. While 92 percent of organisations plan to increase investment in generative AI, only 1 percent consider their implementation mature. This gap signals opportunity. Professionals who proactively upskill in AI and digital tools will be best equipped to lead the next phase of ecommerce, personalization and operational intelligence.
Together, these insights point to a fashion industry that rewards those who balance creativity with commercial awareness, and innovation with execution. As BoF Careers continues to spotlight opportunities from nearly 200 of fashion and beauty’s top employers, one message is clear: in 2026, the most valuable professionals will be those who can evolve as quickly as the industry itself.
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