In an op-ed, Professor Thomaï Serdari shares innovation lessons for the fashion industry from beauty brands
— January 16, 2017
Excerpt from Sourcing Journal -- "Fashion brands can combat consumer fatigue and turn it into excitement. To do that though, they need to better utilize creativity as a means to solving consumer-centered problems that are extracted from contemporary culture. For some brands, this needs to be addressed at the business level to bridge the gap between their operations and creative teams. For others, it needs to be executed properly and manifest itself in new form in front of the consumer. It can take the form of consumer-centered packaging/grouping, communicated in a context that stays as close to reality as possible, and activated via signs and codes that are authentic and flexible. If beauty can do this, so can fashion."