In the period of traditional mass distribution, what the consumer buys is decided by the collection designers, wholesalers, sourcing agents and retailers many months ago. However, the digital era has changed today’s fashion business completely. The new generation customers become much more sophisticated and closely follow the latest fashion trend. E-commerce and social media make it possible to have the most popular product on the doorstep virtually the next day when the product is released to the market. Furthermore, customers are increasingly interested in personalized products and service1.
Under this circumstance, new technologies and business models for agile supply chain, personalization prediction and new consumer interaction could become the ‘norm’ in the very near future.