The risks of blindly following new trends: Insights from AllSaints

This event report discusses how AllSaints, the fashion retailer, approaches innovation. Rather than simply jumping on the bandwagon of the latest consumer and technological trends - an obvious temptation for fashion brands - the firm is taking a more measured approach.

The risks of blindly following new trends: Insights from AllSaints

Sarah Shearman

Few industries are as conscious of tapping the latest fads, styles and habits as the fashion sector – but marketers must avoid letting similar desires impact their brand strategies at all costs.

"It is important to realise that, as retailers, we don't have to adopt consumer trends," Jen Rubio, global director/innovation at fashion chain AllSaints, told delegates at South by Southwest (SXSW) Interactive – an annual event held in Austin, Texas. "It is not like 20 years ago anybody asked retailers what their laptop strategy was.

"I bought...

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