How fashion is responding to the return of global travel

With travel expected to soon surpass pre-pandemic levels, McKinsey unpacks how brands and retailers are adapting to strategies to connect with vacation-focused consumers

Dec 12, 2023

As their customers seek out more unique, off-the-beaten-path experiences, fashion players consider proactively identify emerging hotspots, while innovating marketing initiatives and piloting activations that resonate with 2024′s travel zeitgeist.

Key takeaways

  • Global travel is projected to exceed pre-pandemic flows for the first time in 2024, reaching up to 110% of 2019 levels.
  • 80% of consumers surveyed in the US, UK and China expect to shop for fashion while traveling in 2024, with 28% planning to spend more than the previous year, according to the BoF-McKinsey State of Fashion 2024 Consumer Survey.
  • More than half of respondents are seeking destinations they haven’t visited before, including second-tier cities.

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