Digital transformation required for new collaboration models

The fashion industry faces a fundamental revision of the relationship between brands and retailers in 2026. Nico Wartenbergh, former CTO of de Bijenkorf and Rituals, states that the traditional purchasing model has become unsustainable. In his presentation during the GS1 - WAIR 24h Circular Fashion Journey, Wartenbergh highlights the need for a shift in working capital and the critical role of technology in optimising margins.

Transformation of business models and data integration

The biggest challenge for the fashion industry in 2026 is the outdated structure where retailers purchase stock months in advance and pay within 10 days of delivery. This model places a disproportionate risk on the retailer, whose margin is under pressure from weather dependency and premature markdowns. According to Wartenbergh, the solution lies in an improved flow of master data between brands and retailers.