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 a 3D printer because I am personally into the technology and what it could mean for the future. But I am not running into the boardroom and saying, 'I have a 3D printer! What are we going to do with it?' … You have to be really careful with consumer trends and actually think about the reality of applying that to your business."