Fashion’s newness problem is forcing fashion product innovation to change

More drops and seasonal revisions are not enough when fashion product innovation depends on changing what a garment can do, not simply how it looks

The volume of fashion product has grown faster than the volume of genuinely new ideas, making the distinction between another release and a meaningful development increasingly important.

Fashion has become exceptionally efficient at producing newness. Another delivery lands, another capsule appears, another collaboration creates a temporary spike in attention and another variation of a proven bestseller arrives with a different colour, fabrication or neckline. The product is technically new, yet the underlying proposition often remains almost unchanged.

Want to read more?

Subscribe to tiffanyhill.co.uk to keep reading this exclusive post.

Subscribe Now