How demand-driven fashion could clean up the industry

Fashion companies face the constant challenge of having to guess which and how many garments they will sell months before they are available for consumers to buy. The speculative nature of the supply chain has led to rampant overproduction and waste, further compounded in recent years by the explosive growth of fast-fashion. But what’s the alternative? One solution is to take the guesswork out of fashion by only producing the garments customers have already chosen.