“The power of social media means trends are now more often established by consumers, as opposed to retailers and editors.
In an era of fast-changing preferences, being able to respond to shifting demand, and tailor production accordingly, makes a lot of sense.
Fashion is seeing the start of a seismic shift where products are “pulled” into the market based on actual demand rather than “pushed” based on best-guesses and forecasts.
The change is significant. Previously, procurement, production and distribution were predicated on designer and buyer predictions of future consumer demand. Products were produced and marketed in traditional “seasons.”
Under the “pull” dynamic, procurement, production and distribution are based on customer demand.
The Business of Fashion, “The Year Ahead: Mass-Market Goes On-Demand”, 14 Jan 2019