On-demand fashion gives much-needed clues on how to green notoriously wasteful industry

By Valérie Moatti, Professor, Lectra Fashion and Technology Chair, ESCP Business School

The fashion sector is in crisis. It’s hard to get through a month without hearing about another fashion company issuing profit warnings – even Swedish-owned H&M, for a long time seen as the industry’s success model, is hurting. In January, it lost 12% in market value and abruptly changed CEO. The firm has been struggling with weak sales and stockpiling for years, mostly as a result of inefficient supply chains.

Crisis talks and bankruptcy are also rocking…

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