The Upside of Disruption: Turning Uncertainty into Advantage
- SPESA
- 5 days ago
- 3 min read
By Fibre2Fashion
Like it or not, disruption is the new norm for fashion and apparel supply chains. Tariffs may be dominating headlines today, but they are just the latest in a long list of economic challenges—from pandemic and port strikes to inflation and geopolitical instability. The only predictable thing about global trade is its unpredictability.
The good news? While brands cannot necessarily control global trade, they can control how prepared they are. And the companies that are building supply chains around data, foresight, and AI augmentation across every function are not just surviving turbulence. They are finding ways to turn disruption into an advantage.
When Blind Spots Become Costly Bottlenecks
For years, fashion businesses have been caught in a cycle of reaction. If tariff rises, leaders scramble to shift sourcing or renegotiate costs. A strike slows shipping, and everyone rushes to rework timelines. Each crisis feels like a standalone fire drill instead of part of a broader risk landscape.
Why are the options so limited? Most brands lack clean, connected, real-time visibility across their supply chains. For example, according to McKinsey’s State of Fashion report1, only 19 per cent of companies in the fashion industry have visibility over their full value chain—and even then, much of it is only partial.
McKinsey2 also estimates that supply chain disruptions can wipe out nearly half of one year’s profits over the course of a decade. In an industry where margins are already tight, that is too big a hit to accept as “just the cost of doing business.”
Data First: Building the Right Foundation
Before layering on advanced tools, companies first need to get the basics right. After all, AI is only as good as the data feeding it. If data is fragmented, outdated, or siloed, even the smartest algorithms would not deliver. That is why the first step is ensuring:
Clean, validated data
Integrated systems across ERP, PLM, sourcing, and logistics
A single source of truth that breaks down silos and provides real-time visibility
With that foundation in place, AI can shift fashion supply chains from being reactive to being truly predictive.
From Firefighting to Foresight
AI would not stop the next disruption, but it will change how companies respond. Critically, AI is not just about planning. Its reach extends across the entire digital thread of the supply chain, equipping supply chain leaders with timely insights and scenario models that turn chaos into clear next steps.
With AI-enabled tools, fashion brands can:
Simulate tariff impacts in seconds to plan alternatives before costs spiral
Forecast demand with greater accuracy (up to 30 per cent improvement, as per Gartner3)
Diversify sourcing with strategy, not panic
Accelerate design and development to shrink cycle times
Strengthen sourcing and supplier management by flagging risks early
Elevate shop floor performance by spotting defects and reallocating labour in real time
This is not about replacing human judgment. It is about giving leaders the visibility and confidence to act with foresight instead of fear.
Making Nearshoring Work
It is easy to say, “bring production closer to home.” But without the right planning tools, reshoring and nearshoring can create just as many challenges as they solve—from higher labour costs and limited capacity to compliance complexity and unfamiliar supply ecosystems. Real-time visibility and AI-enabled planning are what make these strategies viable at scale. It is because:
Visibility ensures brands are not flying blind when shifting to new suppliers or geographies
AI makes the business case concrete by modelling costs, labour, lead times, and compliance
Together, they build long-term competitiveness. Brands that combine geographic diversification with AI-enabled planning gain speed, flexibility, and confidence to adapt no matter what disruption comes next.
Turning Disruption into an Advantage
The fashion industry does not need to fear disruption. Companies that approach it strategically are already proving that volatility can sharpen competitiveness. AI-powered planning, combined with clean data and strong supplier partnerships, allows leaders to move faster, manage costs more effectively, and deliver reliably to consumers, irrespective of what is happening in global trade.
The lesson is simple: resilience comes from preparation. With clean data, AI, and collaboration, fashion brands would not just weather disruption; they will turn it into an edge.
Conclusion
Disruption is inevitable, but it need not be destructive. For fashion brands, resilience lies in readiness—anchored in accurate data, AI-driven foresight, and collaborative supplier ecosystems. Those who invest in visibility and predictive intelligence can transform uncertainty into a competitive edge, operating with agility, control, and confidence no matter how global trade evolves.
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