# A demand-driven apparel world By [Brandon Donnelly](https://paragraph.com/@brandondonnelly), 2018-04-25 apparel, data, demand-driven, design, fashion, fast-fashion, loose-threads, retail, supply-and-demand, supply-driven, uncategorized --- [Here](https://loosethreads.com/thearchive/2017/05/30/mickey-drexler-and-the-death-of-a-supply-driven-world/?utm_source=Benedict%27s+newsletter&utm_campaign=1bf59d7460-Benedict%27s+Newsletter&utm_medium=email&utm_term=0_4999ca107f-1bf59d7460-60742517) is an interesting article from Loose Threads that talks about the profound impact that data and fast fashion are having on apparel brands, transforming them from supply-driven businesses to demand-driven ones. It adds a bit more nuance to the trope that tech is disrupting retail simply because people are choosing to buy online. The argument, here, is about a more fundamental shift in commerce. Brands are now forced to move faster than ever before. Product lead times are dropping (see below via [LT](https://loosethreads.com/thearchive/2017/05/30/mickey-drexler-and-the-death-of-a-supply-driven-world/?utm_source=Benedict%27s+newsletter&utm_campaign=1bf59d7460-Benedict%27s+Newsletter&utm_medium=email&utm_term=0_4999ca107f-1bf59d7460-60742517)). Customer feedback loops are almost instantaneous because of social. And the result is that customers are now the driver: Figure out what people want right now and then create that supply as quickly as possible. ![image](https://storage.googleapis.com/papyrus_images/30d089f4860646cebb77777e78fb8b69.png) Fast fashion certainly isn’t a new concept, but the data, algorithms and demand planning systems are only becoming more robust. Merchandise buying – historically the work intuitionists trying to predict what customers will want seasons into the future – is now an automated process that optimizes itself following every click, abandoned shopping cart, and social media like. --- *Originally published on [Brandon Donnelly](https://paragraph.com/@brandondonnelly/a-demand-driven-apparel-world)*