My first reaction to “Onlife Fashion” was that this was a very specialist subject and I was a bit surprised it had been published, but having read it, my views have changed.
It is an interesting read and has lessons for high-end fashion brands but many of the insights and some of the new ‘rules’ have a much broader application.
The book is in four sections, the five forces which are driving fundamental changes in the industry, the 10 new ‘rules’, interviews with numerous luminaries from the sector and a short conclusion.
The five forces are acceleration, hybridization, disintermediation, sustainability, and democratization and together set out a well-researched and clear summary of the factors driving change. With regard to this section, I would also draw attention to the Foreword by Luciano Floridi of Oxford University who sums up some the themes eloquently.
“We would tend to construct a scenario using two categories: where and when. However, space and time are no longer adequate to describe...
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