Friday, January 28, 2011


-A phenomenon of our times. During some time I´ve noticed that fashion-companies often are looking for designers to do these expresscollec- tions 6-12 times a year.

I´m just wondering. Is it to force fashion to change faster, to make more money? Is it a need of or demand from the customers? Is it because of the competition ? -Or is it maybe just because they can?

Because, as I wrote in an earlier post about fashionstrategies, the risk is that when you expose or force new fashion on people all the time, they even- tually get tired of it. And the companies are kind of fading out their brands.

In my opinion there is not a lot of brands that stands apart these days and all the shops look-a-like. It´s hard to tell what they want and why we should buy their clothes at all.
Like it is, I have the feeling that people don´t really care about brands, as long as the price is right.
A new parameter should of course be good quality, a certain point of view and clear strategy that sets them apart.

Certainly it´s not very sustainable to produce that much. On top you see more and more designers burn out because of the pressure to constantly perform.
So who is benefitting from the pace? What is your opinion on this matter?

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