The report, by Morgan Stanley, said growing consumer demand for fast "buy now/ wear now" fashion would spur the athletics companies to speed up supply chains by moving towards automation.

With companies such as H&M and Amazon offering two-day delivery, the fashion calendar has been abandoned and the old model where wholesale decisions were made months in advance of when they hit the shelves is becoming obsolete, the report said.

It added that the factories would likely be owned by the brands, cutting out the need for outside manufacturing and potentially giving the companies a leg up over their competition.

“As brands and their retail partners get faster, they basically can offer a service level similar to what Amazon has, so the brands won’t need Amazon as much as other vendors will,” they said.

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