Fashion is driven by novelty. It constitutes the core of fashion, as well as its key challenge. Fashion brands are continuously producing and designing new collections that are driven by current trends and the upcoming season.

These brands need to make important supply chain decisions on what products to push. It needs to be done at the right time, price and with a stock quantity that will be just enough to satisfy market demand. But how do you estimate the demand for a product that has never existed before?

Demand is in fact influenced by a number of factors and is notably created by the very products that a consumer can choose between. In addition to demand, we go into more detail on the particularities of seasonality within fashion and its impact on a fashion supply chain as a whole.