Collections. Ever Faster

Driven by the digitalization, life is getting faster and more complex every day. Trends, manners and special likings are in constant change. The markets are oversaturated with increasing uniformity. Products are often only a rehash from the seasons before and consumers are fastidious, constantly in search of novelties and best price offers. No wonder that the demand for more changes per season especially in the sports clothing ranges is uttered rather often in these days. Are more changes really suitable for the sports industry? Will fast changes really increase business? And what about development cycles in the sports apparel industry? How to live up to the consumers fast changing preferences when starting product development more than two years ahead of the season? Nora Kühner gets to the bottom of current developments and strategies in the sports market. Join with her the findings of these expeditions which prove to be the starting point for new ways of thinking. Discover the multi-faceted potential of a profound change: from optimization to profile, from uniformity to uniquess.