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The Outside View: ‘Tis the Season-less

This has been a year of unprecedented flux — around the world and in fashion. This holiday season, it’s more important than ever to keep up with shifts in business model innovation and consumer values. E-commerce saw a 44.5 percent increase in sales year-over-year in the second quarter, while new modes of digital retail emerge by the day. Livestream shopping — a clickable, live, mobile experience — has had spectacular success in China. During a livestream event this summer, almost $450 million in sales were generated in one day alone, spurring tech firms to replicate the experience in America. Even better? Shopify reported a 50 percent jump in spending on independent and d-t-c brands from 2019. Consumers want to shop small. RIP Black Friday In just a few months, the pandemic managed to locate and press the collective reset buttons of millions of consumers. First, they stopped shopping. Then, they realized they were OK without resuming their shopping habits. Now, the holidays are here and there’s suddenly a huge cohort of consumers who want to buy fewer, but better, high-quality and sustainable products. The number of brands that can deliver on those attributes lags behind. We can thank the abrupt halt in

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