GLP-1s do not pose the threats to the apparel business that many would have you believe.
Being focused on surging returns makes sense, but it’s not the real issue.
The apparel customer was always dynamic. Fit is also dynamic and is the result of multiple forces converging at once. GLP-1s are a new force added to the list, albeit a unprecedented one.
The real problem sits on the other side of the equation, where the supply chain is static and slow. Concept-to-market still runs 12 to 18 months. Fit intent gets locked way to early in seasonal development while the customer continue to evolve.
That gap is called Fit Volatility™.
It’s what happens when your customers change size, shape or fit expectation faster than your processes can keep up.
Read more in our latest contribution to Hertzman Global Intelligence (HGI).
