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THREATS AND OPPORTUNITIES FACED BY FASHION COMPANIES Introduction The current economic downturn has led to the overall doom in several industries, including fashion and apparel. Overall statistics have all shown that Americans are spending less on fashion. Moreover, the spending pattern and demographical classification of the market have all altered. Therefore at this time the new scenario gives some food for thought for the entire industry. In order to gain a deeper understanding of the implications of the current industry scenario, a systematic analysis needs to be conducted beyond the superficial facts and figures presented in the article. Despite the apparent melancholy feeling of most fashion firms, there are still firms that are doing well. This article is aimed at a brief analysis of the threats and opportunities that face fashion companies under the current industry scenario. The correct standpoint While many analysts would perceive improving the fashion firms¡¯ performance as a sheer marketing effort alone, as they perceive the other consumer industries such as retail, they may tend to neglect many other important issues related to corporate development, such as change management, growth management, core com