Season of Change

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In her provocative second book in the Fashion 2.0 series, Yuli Ziv examines significant technology trends and their potential impact on the fashion industry. She challenges the lack of innovation in everyday clothing, calling attention to the industry's outdated practices. With a foreword by venture capitalist Lawrence Lenihan, the book serves as a wakeup call for all fashion stakeholders, from designers to CEOs and marketers. Ziv’s bold predictions are designed to spark debate about the industry's future across various domains, including consumer behavior, branding, retail, product development, and lifestyle. Her aim is to inspire thought and innovation by questioning established norms, such as seasonal collections, pricing models, production methods, traditional advertising, and fashion week. She also shares insights for entrepreneurs eager to make an impact in the sector. Ziv emphasizes key trends brands must consider to thrive in an ever-evolving landscape, including the rise of group consciousness, the shift from search to discovery, the monetization of influence, and the importance of personalization and engagement. She critically assesses luxury brands, suggesting that innovation is becoming the new hallmark of luxury, supplanting heritage as the defining attribute for the future.