By  on May 28, 2019

This year’s crop of annual reports from Europe’s largest fashion brands make it very clear: Growth in the continent’s largest and more mature markets — places like France and Germany — is slowing. But in the east, in countries that were formerly Soviet satellite states, it is speeding up. In fact, in many cases the pace of expansion in places like Slovakia, Slovenia, Lithuania and the Czech Republic has been the only thing keeping some of Europe’s biggest brands in the black.

“A lot of those [midmarket] companies would be doing even worse than they are right now if it weren’t for eastern Europe,” observed Achim Berg, leader of consultancy McKinsey’s global apparel, fashion and luxury group.

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