When a fashion bestseller starts defining the whole brand

A fashion bestseller can strengthen recognition and revenue, but repeating its success too literally can gradually narrow what the brand is allowed to become

A successful product can become so closely associated with a brand that protecting it begins to influence every decision around what comes next.

A bestseller is one of the most valuable assets a fashion brand can create. It gives customers a recognisable point of entry, generates dependable revenue and provides evidence that a particular combination of proportion, function, material or attitude has connected with the market. The difficulty begins when that success becomes too influential inside the design process.

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