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Felix Rölkens


Advises global apparel, fashion, and luxury companies on strategy, merchandising, and go-to-market processes

Felix leads McKinsey’s apparel, fashion, and luxury sector in Europe, the Middle East, and Africa (EMEA). He has deep expertise in the fashion, luxury, footwear, and sportswear industries.

Over the past ten years, he has advised globally leading fashion brands and retailers across Europe, the United States, Middle East, Turkey, Latin America, and Asia on a broad range of topics. He has focused his work on Merchandising and Sourcing transformations, from product strategy to process design and operating-model transformations. Aside from that, Felix has worked on private-label strategies, growth transformations, internationalization programs, capability building, and marketing.

He is one of the coauthors of McKinsey’s yearly State of Fashion report, which is published jointly with the Business of Fashion.


The State of Fashion 2024: Finding pockets of growth as uncertainty reigns,” McKinsey & Company, November 2023

Great merchandising never goes out of fashion,” McKinsey & Company, March 2023

The State of Fashion 2023: Holding onto growth as global clouds gather,” McKinsey & Company, November 2022

How the fashion industry can get into a metaverse mindset,” McKinsey & Company, April 2022

Mastering off-price fashion in an omnichannel world,” McKinsey & Company, April 2022


LMU München
BS, business administration

Stockholm School of Economics
MS, finance