Fashion trends of the future and implications on business models - A content analysis

Abstract

In a world that is going through a disruptive and unpredictable crisis, due to the effect of the Covid-19 pandemic, companies should be able to monitor and anticipate potentially impactful trends and adapt their business accordingly. In particular, organizational ability to looking at the future by adopting a long-term view is defined as Corporate Foresight. The study of the future then is a necessary condition for business to survive in turbulent times and being innovative. Adopting a content analysis methodology, academic papers and consulting reports have been reviewed and then codified in a computer-assisted qualitative data analysis software – in this case, Dedoose. The use of CAQDAS supported the drafting of the literature review by organizing data retrieved from texts; in particular, emerging trends have been coded in relation to their effects on the business models and then proposed in a synthetizing framework that discloses eight fashion trends of the future and their implications for businesses.