How to reduce uncertainty linked to fashion

Date of publication: December 4, 1974


As consultants, we have been usually involved in reducing uncertainty associated with marketing decisions in large international companies. It means in general implementing simulation models based on more or less complex internal information systems. When we have to deal with fashion goods, uncertainty is even much larger. However, paradoxically, simple information systems may be designed, provided full cooperation of various services in the company is obtainable (which is easier to achieve in a medium-size company). To prove how a simple information system can be efficient even on an agitated market, we shall deliberately analyse the simplest of our experiences in the field of the manufacturing or distributing clothing.

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