Creativity alone is not enough.

Neither is analysis.

In fashion our marketing job is to integrate the two in an efficient way to successfully develop projects.

Roger Martin, a renown author, said:

“Analysis has many benefits, but you need creativity too. Your rigorous job is to imagine possibilities and choose the one for which the strongest and most compelling argument can be made.”

Creativity alone is not enough to make a brand success in the long term.

The fashion industry needs creative people sitting together with fashion analysts in order to create beautifully attractive collections and to evolve the brand image.

That’s the secret recipe of success and this is something that fashion and luxury needs to implement to stay alive and kicking.