The average fashion brand drops 4-6 new collections every year. It\u2019s convenient: The large scale allows for higher margins and lower production costs.<\/p>\n
But the seasonal drops come with a high price:<\/p>\n
It\u2019s impossible to accurately plan how well a collection sells. The result: A battle for rebates, constant sales, and massive overproduction. Some fashion brands go as far as\u00a0burning<\/em>\u00a0their excess stock in order to retain their high prices.<\/p>\n The concept of Dutch female fashion brand Studio Anneloes has always been the opposite of that: Instead of few, large drops, the company from Amsterdam drops another collection\u00a0every other week<\/em>\u00a0\u2013 that means that Studio Anneloes publishes as many as 20 new collections every year.<\/p>\n It seems counterintuitive: How can more collections reduce the environmental impact?<\/p>\n At a closer look, the concept does exactly that: The smaller, but frequent drops, enable Studio Anneloes and their retailers to create scarcity among their product range.<\/p>\n It\u2019s good for the retailers, because the\u00a0fans<\/em>\u00a0of the brand have a reason to come back to the store more frequently. And it\u2019s also good for the customers: Their products retain exclusivity and a high value.<\/p>\n The second-hand market for Studio Anneloes products is booming, with many products selling for 50% of their retail price. And overproduction isn\u2019t a problem.<\/p>\nFlow fashion: How 20 drops a year are better for everyone<\/h2>\n