DEBATE: Breaking the volume cycle: can fashion produce less and still succeed?

Fashion’s reliance on volume has shaped the industry for decades. Large minimums, long lead times and constant newness have driven growth, but they’ve also locked brands into cycles of overproduction, discounting and waste that are becoming harder to justify, commercially and environmentally.

As pressure mounts from consumers, regulators and supply chain partners, a fundamental question is emerging: can the fashion industry realistically reduce buying volumes and still remain profitable, competitive and relevant?