Consuming less but better or the best – this would be a sign of wisdom. The wisdom of resilience, which tells us, that at the end of a story there is always the beginning of a story, but a better story...

What are the economic and emotional benefits of consuming and producing less? How can the power of words be used to preserve a country’s beauty and natural resources? This presentation encourages us to think differently about consumption and reminds us that a consumer-hungry outlook for cheaper and faster is outdated, and that we now know that consuming and producing less, in fact, creates more jobs, more free time, and more happiness.

The chapter reflects fashion and our ways of life, fashion and our styles of thought, fashion business and the vicious circle of the fast fashion industrial-mass-consumption model. It also explores the reasons why people, especially young people, perceive the consumption of fashion as it exists today and some of the radical values’ shift in Fashion Design, Fashion Design Management and Marketing.

A view on revolutionary changes in society and consumer behavior is presented, addressing topics like why retailers need a radical mind shift and a new toolkit, and memory of the future: how to revitalize your brand and build a new future.

The presentation describes how innovation is generated wherever retailers have the courage to interpret people's needs, understand problems, design solutions and then integrate all of this into a short value chain. In a nutshell, it's all about responsible and creative entrepreneurship, rather than retailers that perceive their role solely as renting out shelf space and providing endless displays of products.