Fashion Goes Tech


Retail had already been changing but Covid-19 accelerated the digital transformation. Difficult times, are often also times for opportunities and learnings.

Fashion Goes Tech started as a short article about how to fight Covid-19 from a strategical business perspective. What was supposed to keep me busy during a night or two, became my hobby during the next few months. The result is a book about how digitization can reinforce each phase in the fashion supply chain cycle, from concept to design to retailing, from a business strategy perspective.

Featuring stories and insights from best-in-class brands and startups including Zara, Nike, Patagonia, Stella McCartney, Heuritech, Nextail, Provenance, amongst others.

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Fashion Goes Tech: How Technology is Empowering Retail Businesses

Retail hasn’t changed much in the last century but, over the last 20 years, digitization has drastically transformed the way companies do business and how customers shop. Retail was already facing the digital challenge when Coronavirus unexpectedly forced a shortening of the “adaption deadline”.

Digital customers, Millennials and Gen Z, are changing the world of retail and also demanding a more sustainable environment. The road to digitization won’t be easy, nor safe. Some companies will adapt and survive, others won’t.

The omnichannel ecosystem, physical and digital, is like a brie cheese, that looks solid and hard on the outside but is creamy, almost liquid (digital) on the inside. In the new phygital reality, everything is digital from the core in order to survive.

Fashion Goes Tech is about how digitization can reinforce each phase in the fashion supply chain cycle from a business strategy perspective: design, planning, supply chain, IT, marketing and retailing (physical and digital). Featuring stories and insights from best-in-class brands and startups including Zara, Nike, Patagonia, Stella McCartney, Heuritech, Nextail, Provenance, amongst others. The book also includes an overview of the short-mid term strategy to overcome the Covid-19 crisis.

About the author:

Alfonso Segura (Barcelona. 1984) +15 years of experience in the Retail Industry (Mango, Ermenegildo Zegna, Normandie, Accenture, Infor). Sociologist and IESE Executive MBA. Entrepreneur, consultant and retail advisor. Specializes in business strategy, merchandising and digital transformation. Founder of The Fashion Retailer blog, awarded as Top 100 Retail Blogs, Websites & Influencers in 2021 by Feedspot. Published “Fashion Retail Safari” (2019).

Contributing authors:

Marc Morillas CEO at Morillas branding agency +10 years of experience in marketing and branding (Spanair, Red Code and Morillas). Bachelor’s of Business Administration by ESADE, passionate about companies and aviation. Morillas is one of the most valuable companies in the branding sector in Spain specializing in transforming businesses through creativity, technology and strategy.

Sharjeel T. Sajid 20+ years of proven experience in conceptualizing and delivering seamless business solutions for Fortune 100 companies. Business and technology expertise within retail, manufacturing, healthcare, and services industries. He led global cross-functional teams of architects, consultants, and other technical and professional staff, building a strategic vIsion and implementing IT solutions enabling seamless enterprise architectures.


  • Published in February 2021
  • Size: 13,97cm x 21,59cm
  • 205 pages

Also available on Amazon and in Kindle version


“I thoroughly enjoyed reading Alfonso’s latest book on Fashion Retail, Fashion Goes Tech, which looks at how Technology is empowering retail businesses, and how digitization reinforces each phase in the fashion supply cycle. The book is very timely and topical, given the recent pandemic appears to have condensed five years worth of online growth in the sector into one, and given the challenges store heavy fashion retailers like Inditex, H&M and Primark are facing, in adapting to the rapid digitization of the sector. The book includes sections on how business strategies may need to change as a result of technological development, considers how fashion as a service will evolve and also ties in how technology and more progressive brands are helping to bring about a more sustainable fashion industry. It’s well worth a read for retailers, investors, suppliers and anyone interested in how technology is impacting a fascinating industry”, Richard Chamberlain, Retail & Luxury Managing Director at RBC Capital Markets

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