The fashion industry after the pandemic

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The fashion industry is going through a transformation due to the pandemic, the climate crisis, and changing consumer patterns. The industry is shifting towards circular business models with a focus on reusing and recycling raw materials, moving away from the fast fashion trend that lasted for over three decades, and towards sustainable fashion. In Greece, many brands are adopting such practices and launching sustainable collections in response to circular economy demands, despite reducing profit margins. Along with this “green” transformation, the industry is also undergoing a digital transformation at production, logistics, and retail levels. Large apparel companies are incorporating technologies that facilitate personalized shopping suggestions and remote testing, including digital fitting rooms, digital stylists, and other capabilities based on AI, machine learning, augmented reality, and digital technologies.