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Reimagining the Fashion Industry Through Innovation, Research, and a Social Mission
Achim Berg’s journey in the fashion industry has been anything but conventional. From his years at McKinsey, where he helped build the firm’s renowned apparel, fashion, and luxury practice, to launching FashionSIGHTS, an independent think-tank dedicated to the future of fashion, his path reflects his passion for change and innovation. In 2024, after 24 years at McKinsey, Berg took a leap of faith to create his own venture, aiming to reshape the industry’s landscape through rigorous research, thought leadership, and strategic advisory.
From Corporate Consulting to Independent Visionary
Berg’s career at McKinsey was a long and fruitful one, marked by a deep involvement in the fashion sector. It was during this time that he discovered his love for the fashion industry. As a generalist at first, he gradually carved a niche for himself within McKinsey’s apparel, fashion, and luxury practices. His passion for the industry grew as he worked with numerous brands and senior decision-makers, helping them navigate complex transformations.
But after over two decades of success at McKinsey, Berg realized he wanted to focus on something more personal: research and thought leadership. “I wanted to be more consequential on what I really wanted to do,” he shared, reflecting on his decision to go solo. The result of this decision was the birth of FashionSIGHTS, a corporate think-tank that goes beyond traditional consultancy by offering innovative perspectives, strategic guidance, and in-depth research to clients in the fashion industry.
FashionSIGHTS isn’t just a consultancy—it’s a platform for transforming the fashion industry with data-driven insights and forward-thinking strategies. As Berg explains, the goal of the think-tank is to provide companies with the tools they need to adapt to a rapidly changing industry, fostering new approaches that prioritize sustainability, inclusivity, and innovation.
Giorgio Armani: A Legacy of Timeless Fashion
In his illustrious career, Berg has had the unique opportunity to contribute to a book dedicated to fashion legend Giorgio Armani, whose iconic brand is celebrated for its timelessness and commitment to quality. For Berg, Armani represents the epitome of what it means to build a successful, lasting fashion brand. “Armani was one of the first designers to expand his brand in many categories, from accessories to home furnishing, to food, to hospitality,” Berg notes. “He never compromised across categories and geographies, truly passing the test of time.”
Armani’s ability to maintain an iconic brand with a clear, signature handwriting despite global expansion offers crucial lessons for today’s designers. “There is a lot to learn from the man and from his brand,” says Berg, underscoring the importance of consistency and authenticity in the ever-evolving fashion landscape.
Redefining Fashion’s Future
As a visionary for the future, Berg sees new generations of designers and brands facing an industry that is both ripe for opportunity and fraught with challenges. He believes that to thrive in today’s competitive market, fashion businesses need to craft unique and distinctive business models. “A unique and distinctive idea is always the foundation for lasting success,” he says, emphasizing the importance of a fresh perspective in product development, branding, and overall business strategy.
The fashion industry is no stranger to wealth creation. Over the years, it has produced numerous billionaires, with some of the most notable players being LVMH and Inditex. Yet, Berg warns that the industry must adapt to shifting consumer behaviors, especially with the increasing dominance of digital platforms and social media. While digital marketing is vital, he emphasizes that it cannot replace the core principles of traditional fashion marketing, which are grounded in strong relationships and authentic brand storytelling.
To navigate these changes, Berg points to new, contemporary go-to-market approaches like AMI Paris as examples of brands embracing both innovation and traditional values. The goal, he believes, is to inject technology into classic strategies to maintain market penetration and strengthen fan engagement.
The US Fashion Market: Navigating Uncertainty
Turning to the current state of the fashion market, Berg expresses his concerns about the US, where industry leaders were hopeful for a business-friendly environment at the start of 2024. Unfortunately, the reality has proven quite different. “The shock waves of the tariffs’ programs are visible and real,” Berg observes. These disruptions have created significant insecurity within the fashion supply chain, leading many brands to pause investments, reduce store openings, and adjust their marketing strategies.
Despite these setbacks, Berg sees this as an opportunity for the industry to rethink its approach. “It’s the perfect moment to rethink, remodel, and remix,” he says, advocating for a cultural shift that embraces tighter partnerships, more consumer knowledge, and strategic recalibration in the face of economic challenges.
Looking ahead, Berg predicts a transitionary year in 2025, with a softer market in the first two quarters and a continued hold on investments. While this presents challenges for the fashion industry, it also offers a chance to reset and focus on long-term sustainability and consumer-centric strategies.
A Social Mission for the Future
Berg’s vision for FashionSIGHTS extends beyond business transformation; it’s about creating a positive impact on the industry and society. His social mission is both personal and professional, aiming to foster innovation while also prioritizing environmental sustainability and inclusivity.
“The fashion industry is at a crossroads,” Berg says. “It needs to adapt or risk losing relevance. If we want the industry to survive and continue serving global fans, the broader community, and the planet, we need to embrace change.”
Through FashionSIGHTS, Berg is committed to guiding the fashion industry through this period of transformation, helping businesses not only navigate the complexities of the modern world but also build a more sustainable, equitable future.
In conclusion, Achim Berg’s journey reflects the power of passion, innovation, and a clear social mission. Through his leadership at FashionSIGHTS, he is laying the groundwork for a fashion industry that can thrive in the face of uncertainty, all while staying true to its roots of creativity and craftsmanship. The future of fashion, as Berg envisions it, will be defined by adaptability, responsibility, and bold new ideas.
