Becoming Digital: The Need to Redesign Competences and Skills in the Fashion Industry

The digitization of fashion companies has an impact on staff skills and competences. This chapter aims to investigate the following aspects: the change in the set of skills and competences of some traditional roles of fashion firms (seller, designer, project manager, etc.) due to the impact of technology on business processes; the new professional figures, especially with reference to customer communication processes; the new leadership and management competencies (with particular reference to HRM), connected to the new staff skills that must be attracted, selected, developed and retained in digital fashion companies.