On 30th January, more than 500 executives from the fashion sector gathered at the Palau de la Música Catalana for the Barcelona Fashion Summit 2025, the leading event organised by Modaes. This year’s theme, "Revolution: Breaking the Paradigms of the Fashion Industry", set the stage for insightful discussions on innovation, business growth, consumer transformation, and strategic leadership.
At Reveni, we had the privilege of being part of the event, sharing insights and challenges with some of the most important brands not only in the national but also in the international fashion landscape. Among all the valuable takeaways, we want to highlight five key insights that shaped the discussions at the event.
1. Self-criticism and focus: the key to scaling a fashion business
"To scale a company, you need a great deal of self-criticism," stated Nacho Rivera, co-founder of Blue Banana.
Emerging brands cannot compete with industry giants in terms of volume, but they can differentiate themselves in aspects such as design, sustainability, and brand experience. However, to achieve this, it is essential to practise constant self-criticism: analysing strengths and weaknesses, identifying areas for improvement, and maintaining the humility to adjust the strategy as the company grows.
Following on with Blue Banana, the brand has successfully built a solid identity based on values such as adventure and sustainability, but its success has not been based solely on branding; rather, it has come from a continuous evaluation of its business model.
2. The consumer has changed: ‘full price’ is now the exception, not the rule
"There is a trend where 'full price' is more of an exception than the norm," highlighted Achim Berg, consultant and expert in the fashion and luxury industry.
Consumer behaviour is undergoing a major transformation. Discounts, promotions, and loyalty strategies have gained prominence, replacing the traditional full-price model. This forces brands to redefine their pricing strategies, exploring limited editions, exclusive collaborations, and loyalty programmes to generate value beyond just pricing.
For example, brands such as Zara and H&M have integrated dynamic pricing and exclusivity strategies into their capsule collections, managing to maintain appeal without relying solely on aggressive discounts.
3. Purpose-driven innovation: it’s about solving real problems, not just technology
"At Inditex, we don’t innovate—we solve problems," affirmed Fran Galán, Director of Store Technology at Inditex.
Rather than pursuing innovation for the sake of innovation, Inditex focuses on developing solutions with a real impact on its operations and customer experience. The key is to identify specific problems and address them with technology and efficient processes, always prioritising consumer experience and business profitability.
For example, the company has implemented RFID technology in its stores, enabling more efficient stock management, ensuring that products are always available where and when customers need them.
4. Vision and leadership in times of change
"We can anticipate changes, but we must establish a vision," stated Carlos Soler-Duffo, CEO of Tous.
In an increasingly dynamic environment, reacting quickly is not enough. For a brand to grow sustainably, it is essential that leadership sets a clear direction, ensuring that the entire team understands the strategy and can make decisions aligned with it.
Tous has evolved from a traditional jewellery brand to a global and omnichannel business, investing in a combination of online sales, physical retail, and personalised experiences.
5. The human factor remains the essence of fashion
"What truly matters in fashion is not AI or algorithms, but the human factor," said Jordi Álex Moreno, Director of Technology at Mango.
Despite the rise of artificial intelligence and predictive algorithms, fashion still relies on human talent to design, create, and emotionally connect with consumers.
Continuing with Mango, the brand has implemented AI to analyse trends, yet it continues to prioritise human judgement in design and in-store experiences, recognising that creativity and intuition cannot be completely replaced by technology.
After a day filled with insights at the Barcelona Fashion Summit 2025, one thing is clear: the fashion industry is undergoing a profound revolution, and those who fail to adapt will be left behind. Technology, consumer behaviour, and business strategies are evolving faster than ever, requiring brands to embrace agility, vision, and a people-centred approach. At Reveni, we are committed to helping brands enhance customer experience and post-purchase services, ensuring that every shift in the industry translates into a competitive advantage. This is a core part of our mission and one of our primary objectives when working alongside brands.
A huge congratulations to the entire team at Modaes for organising such an outstanding event. See you in 2026!