Fashion retail has entered a phase of structural transformation.
Slowing markets, increasingly selective consumers, complex omnichannel execution, and new modes of digital discovery are challenging traditional growth models.
In this context, sell out in fashion becomes the key lever to steer the market, understand real demand, and guide both operational and strategic decisions across the value chain.
That’s the thinking behind the white paper “Sell out: visibility, speed and value in global retail”—an analysis focused on fashion, accessories and eyewear, designed to give decision-makers a practical lens for navigating this complexity.
The white paper explores the key forces transforming the industry:
In fashion retail, the consumer touchpoint is no longer just physical or digital – more and more often, it’s AI.
The personal shopper has become an intelligent assistant: algorithms that recommend products, anticipate needs, and shape choices before the customer even steps into a store.
When AI becomes the first point of access to the brand, the quality of sales data is critical. Without proper sell out governance, the risk is simple: not showing up precisely when the consumer is searching for the product.
Fashion is undergoing a transformation that goes beyond short-term market cycles.
More conscious consumers, fragmented channels, and ever-faster purchase journeys make models based on incomplete data and late reactions increasingly ineffective.
The paradigm shift is clear: in fashion, sell out stops being a simple post-sale metric and becomes predictive intelligence – turning data into action.
In this context, sell out enables brands to:
This report brings together our hands-on work alongside brands, insights from international research sources, and the evidence our sales and marketing teams capture every day.
The operational scope analysed includes:
The report captures an industry where growth is no longer uniform, and data management becomes a decisive factor for profitability.
In a global market worth US$1.84 trillion, with fashion e-commerce exceeding US$883 billion and segments such as eyewear growing by 10%, the ability to read sell out quickly makes the difference between being in control and reacting too late.
Pressure is rising with the expansion of social commerce—which in 2025 already accounts for 17% of e-commerce transactions and is heading towards 25% by 2030—and within an omnichannel landscape where product availability is critical: 44% of users abandon their basket if an item isn’t available and, in Italy, 72% switch immediately to a competitor.
These numbers make the real cost of stockouts, poor visibility, and fragmented data across the supply chain impossible to ignore.
In this scenario, sustainability is no longer just a reputational lever. Consumers are willing to pay an average 9.7% premium for transparent brands and, from 2026, with the ESPR coming into force, the Digital Product Passport will become mandatory for textiles—turning traceability from a voluntary choice into a regulatory and competitive requirement.
This is where the supply chain evolves into a proactive value chain, able to respond to the market in real time thanks to reliable, timely, and certified data across the product’s entire lifecycle.
At the heart of the white paper is the Fully Managed Sell Out Data Certification model we developed—an integrated approach combining proprietary technology, human oversight, and structured validation processes.
The goal is to deliver reliable, timely, and certified data across a brand’s global wholesaler network, enabling the brand to:
This shifts sell out from historical reporting to a predictive tool for pricing, assortments, and governance of the brand–retailer relationship.
In fashion retail, the true competitive advantage today isn’t making more noise – it’s having better data.
When sell out is reliable, timely and certified, it:
This is where the real value of the retail of the future is built.
