Brands can’t make money. Retailers can’t make money. It’s a race to the bottom with disposable, meaningless clothing filling landfills and incinerators. At its core, the industry’s business model is broken: brands and retailers saddled with too much of the wrong inventory (or not enough); material and production minimums that make innovative design impossible because of the high cost of being wrong; low margins of wholesale and the high costs and complexity of online; cash needs that force brands to live collection to collection; staffing costs—the list goes on. And on.
Your collection is a hit and everyone wants it-today. But you live in 6, 12, or even 18 month design and production cycles that are powered by a vast, disconnected, vulnerable, global supply chain. By the time your brilliant design makes it to market, it's already been copied or the market has moved on. Building a brand is not about predicting what your customers might want in six months (spoiler alert: you don't know anyway), it's about how you connect to your customers now.
Today, the world is a sprawling network that can connect you with your customers in more meaningful and intimate ways than ever imagined. To capitalize on this, you need an execution platform that integrates each element of your business in the same way. But the software and machinery you run today was designed and built 30 years ago. It was great for then, but this is now.
30% of all garments produced each year were incinerated or put into landfill. And that's to say nothing of water usage, CO2 emissions, the destruction of communities from dyes and chemicals, and the treatment of the workers who make our clothes. This is not about annual, self-reported "sustainability report cards"—it's about fundamental systemic industry change starting with how we make clothing and the transparency with which we operate.