Global Fashion Industry Is Changing the Game: BRICS+ Fashion Summit Participants Highlight Key Market Challenges
Ahead of the BRICS+ Fashion Summit, leading industry representatives from China, Türkiye, Costa Rica and Papua New Guinea shared their views on the challenges facing both global players and independent brands in different parts of the world.
26.09.2026
One of the key factors transforming the market is changing consumer behaviour. Yeli Gu, founder of Ontimeshow, one of China’s largest fashion trade shows, notes that this is forcing brands to rethink their relationships not only with end consumers but also with retailers. “Consumers are becoming more intentional about what they buy and why. Retail buyers are equally cautious, so brands need to offer a very clear reason to be selected,” Yeli Gu said.
For local brands, competition for audience attention remains one of the obstacles, says Karina Díaz Vargas, President and CEO of Costa Rica Fashion Week. “Consumers and even industry players often undervalue regional design in favor of fast fashion or global brands, making it harder for emerging Latin American designers to command the recognition and pricing their work deserves,” she stressed.
At the same time, a strong sense of identity can become a way for a brand to stand out in a crowded market. Eda Meltem Yılmaz, Founder and President of Antalya Fashion Week (Türkiye), links this to a shift in the very nature of consumer choice. “Today's consumers are no longer buying only a product—they are buying a story, a culture, and an experience. This is why brands and designers with a strong and authentic identity have greater opportunities,” Eda Meltem Yılmaz says.
Alongside changes in consumer behaviour, the industry is facing systemic shifts in production and international supply chains. Cem Altan, Executive Board Member of the International Apparel Federation (Türkiye), notes: “Geopolitical uncertainty and regional conflicts continue to disrupt global supply chains in the fashion industry. At the same time, brands and manufacturers are facing growing demands for sustainability, transparency and speed. Under these conditions, the industry needs more resilient partnerships among all participants in the value chain.”
At the same time, sustainability requirements create an additional economic burden, particularly for smaller companies, says Philma Kelegai, Founder and Managing Director of PNG Fashion Week. She highlights the cost of moving towards more responsible production practices: “For many small brands, producing ethically, sourcing sustainable materials and manufacturing in smaller quantities can be considerably more expensive. The challenge is therefore not simply encouraging sustainable fashion, but creating business models and supply chains that make sustainability commercially viable.”
For independent brands, Philma Kelegai also identifies access to international infrastructure as a continuing challenge, particularly in smaller and geographically remote markets. “Designers from emerging countries, small economies and geographically isolated regions face significant barriers in accessing international runways, buyers, manufacturers, investors, media and distribution networks.”
These and other challenges facing the global fashion industry today will be among the topics discussed at the BRICS+ Fashion Summit. Participants will examine how changes in the global economy, trade, technology and consumer behaviour are affecting the development of national brands and markets in fast-growing economies.
The BRICS+ Fashion Summit will take place as part of Moscow Fashion Week, running from September 26 to October 1, 2026, at the Central Exhibition Hall “Manege”. Admission to all events is free with advance registration.
For local brands, competition for audience attention remains one of the obstacles, says Karina Díaz Vargas, President and CEO of Costa Rica Fashion Week. “Consumers and even industry players often undervalue regional design in favor of fast fashion or global brands, making it harder for emerging Latin American designers to command the recognition and pricing their work deserves,” she stressed.
At the same time, a strong sense of identity can become a way for a brand to stand out in a crowded market. Eda Meltem Yılmaz, Founder and President of Antalya Fashion Week (Türkiye), links this to a shift in the very nature of consumer choice. “Today's consumers are no longer buying only a product—they are buying a story, a culture, and an experience. This is why brands and designers with a strong and authentic identity have greater opportunities,” Eda Meltem Yılmaz says.
Alongside changes in consumer behaviour, the industry is facing systemic shifts in production and international supply chains. Cem Altan, Executive Board Member of the International Apparel Federation (Türkiye), notes: “Geopolitical uncertainty and regional conflicts continue to disrupt global supply chains in the fashion industry. At the same time, brands and manufacturers are facing growing demands for sustainability, transparency and speed. Under these conditions, the industry needs more resilient partnerships among all participants in the value chain.”
At the same time, sustainability requirements create an additional economic burden, particularly for smaller companies, says Philma Kelegai, Founder and Managing Director of PNG Fashion Week. She highlights the cost of moving towards more responsible production practices: “For many small brands, producing ethically, sourcing sustainable materials and manufacturing in smaller quantities can be considerably more expensive. The challenge is therefore not simply encouraging sustainable fashion, but creating business models and supply chains that make sustainability commercially viable.”
For independent brands, Philma Kelegai also identifies access to international infrastructure as a continuing challenge, particularly in smaller and geographically remote markets. “Designers from emerging countries, small economies and geographically isolated regions face significant barriers in accessing international runways, buyers, manufacturers, investors, media and distribution networks.”
These and other challenges facing the global fashion industry today will be among the topics discussed at the BRICS+ Fashion Summit. Participants will examine how changes in the global economy, trade, technology and consumer behaviour are affecting the development of national brands and markets in fast-growing economies.
The BRICS+ Fashion Summit will take place as part of Moscow Fashion Week, running from September 26 to October 1, 2026, at the Central Exhibition Hall “Manege”. Admission to all events is free with advance registration.