Why was Christmas as a kid so great? Was it opening the presents lying underneath the tree come Christmas morning, or was it the steady build-up of excitement and anticipation that started from 1 December? This notion of waiting impatiently for something special is arguably lost in today’s consumer culture. To keep up with Amazon Prime and our greedy appetite to have things immediately, brands now need to offer some form of express delivery. This has had a profound effect on the fashion industry and even worse, our environment. More deliveries means more planes, trains and automobiles guzzling fuel, desperately hurrying to make their quoted drop-off time. More packaging for all the items being delivered and more returns from unhappy customers.
To tackle the constant demand for products from increasingly popular e-commerce platforms (sorry high street), brands will do their best to