How Fashion E-commerce Changes Fashion Production

Fashion editors and buyers at the department store always have the biggest say on what part of a designer’s collection will hit the shelves. However, the social web culture is starting to change that pattern by adding better tools to facilitate online voting, customization and purchases. Well established and lesser-known brands are now giving their consumers the opportunities to select what gets produced, as well as what gets designed.The outcome is a more engaged shopper and less waste, as manufacturers and retailers can better estimate the demands.

Albeit there are new opportunities of engaging customers and designers, Jess Lee – co-founder of Polyvore – is aware that other people believes that collaborations can compromise the aesthetics of a certain design.

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