mass customisation

It's Vanessa's opinion that using sustainability as a sales tool and part of the brand message, has an upside and a downside. The upside is the point of differentiation which can attract consumers, while the downside is that it puts the brand in a different niche for other consumers.
'Fashion tech' and wearables are often described as solutions looking for a problem. The fashion industry is, paradoxically, resistant to change, while science and technology exist to pose and answer questions and catalyse change.