Warm Winters Mean Cold Sales. How Climate Is Breaking the Fashion Industry

January 2025 was the warmest in 245 years for Moscow, with a 7.5 degree deviation from the norm. Global warming is becoming an increasingly significant factor affecting the fashion industry. Unusual weather conditions and sudden temperature changes pose serious challenges for brands and retailers. What to do when winter decides to take a break and instead of snowstorms, there are sunny days outside, and customers refuse to buy winter clothes? How to adapt production and marketing to survive in an era of climate instability? Is fashion retail ready for the fact that traditional "seasons" no longer work?

• Is it possible to switch from seasonal collections to an "eternal" assortment, or is this a utopia for the fashion industry?
• How are shopping habits changing, and which products are starting to lose relevance?
• Is it possible to maintain sustainability and creativity while simultaneously changing collections under the influence of external factors?
• Could the fashion of the future become more focused on versatility and durability rather than seasonality?