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If consumers make better choices, the marketplace will change.

As they grow, companies saturate their markets, become more complex and difficult to manage, and face larger and more entrenched competitors.

Consumers no longer want only a great product - they want to buy products from companies that align with their own character and values.

It's competition that forces companies to get out of their complacency.

If you change the rules of the market, you can be more successful than your competitors.

Production chains, how consumers can drive change: all these things may seem at odds with fashion, but arguably, they're not.

When companies try to guess what consumers want, they essentially make the choice for consumers.

Taste is changing, style is changing, and players' abilities are changing.

Companies, like people, don't much like to change.