"Alexa, I need an Apparel Solution!"

Amazon drew a blank on this one! I have and will always promote digital transformation as an enabler through deskilling and simplifying the supply chain, end to end. Brands historically take 10-12 months to create and bring products to market through inherent legacy issues, archaic protocols and procedures which in my opinion add zero value.

The enabler is that it allows people to create solutions for the needs of businesses that have little or no knowledge about. Such is the story of Alexa Meade. Alexa is a well-known Artist that has done many collaborations in the visual arts space and is internationally recognised. I was delighted to be involved in this project in which she wanted to create wearable art, in six weeks from concept to creation. This created an opportunity to really testcase, how we could enable my philosophy wherein successful brands focus on Brand Image, Product Offering/Innovation and Marketing. They do not need to be involved in execution but do need a trusted partner to take care of the back end. Many of the bigger brands are so involved in their back that it months to even get out of the starting gates. Where is the value in that?

“Business has only two functions — marketing and innovation.”

― Peter Drucker

https://www.alexameade.com

https://www.infinityinnovation.co

So necessity is the mother invention and here is an Artist who knew what she wanted. This would have never happened unless we had the Digital Assets, Tools and Data to enable this. What seems to be apparent is that too many bigger organisations want this, but their historical business platform is built up on a traditional push model. You cannot put a square peg in a round hole. Addressing this within bigger organisations will take a much bigger effort and lift. In some cases it might just be easier to break it down and start again!

Be sure to contact me at mark@markalexanderrussell.com for enquiries and more!