Clients state that the Fashion Industry has become more complexe and unpredictable.
Do you agree?
At Pure London this season, a 10-year old Brand and a 20+year old Manufacturer and Retailer said that they did not know it all and one added "I don't know what I don't know".
The Brand realised that the USA market had nothing to do with his European experience and wasted over 3 seasons and over £20 000 doing the wrong things while trying to export to the United States.
The Manufacturer said a similar thing about building their own Brand abroad as a manufacturer.
Is Retail different? Not at all.
A weak point that we see around the world and at Whos Next every season is BUYING & MERCHANDISING.