Question

browse and analyse the fashion cycle for any one brand ​

Answer 1

Consumer trends affect all industries, but perhaps none more so than fashion. Public sentiment drives purchasing decisions, and fashion brands need to know what consumers want before releasing their next range.

Easier said than done.

But while some brands get lucky with one or two particularly appealing designs, the top brands use data to anticipate and react to trends. This is part-science, part-artform. And to succeed in this hyper-competitive market, consumer insights need to be a central part of the business model.

So we’re going to look at a few examples of brands doing this well. More importantly, we’re going to see how other brands can adopt this approach to gives themselves the same advantage as their peers.

Let’s dive in!

The importance of consumer insights for fashion brands

Here’s an extraordinary statistic: In the last ten years, all of the profit in the fashion industry has come from only 20% of those companies. Most brands barely break even or actually lose money.