Fashion retailers have always had to adapt quickly to changing trends or risk being left behind, a talent that stands many in good stead in a digital age that's driving big changes in how customers want to shop, from virtual fitting rooms to a faster product cycle, writes Michael Patterson, sales VP and former Marks & Spencer merchandise manager. "Advances in technology can seem daunting, but in fashion (and truly, all industries) they're an opportunity to better serve customers' needs," he writes.

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