The Guardian: Haute couture calls in the geeks

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Co-founder of The Future Laboratory, Chris Sander, is featured in The Guardian discussing relevance in an era of fashion democracy, instant gratification and tech innovation.

“We are reaching the nadir of the current fashion-season cycle and it is about to fall apart,” says Chris Sanderson, co-founder of the Future Laboratory, a British-based trend forecasting consultancy. “Brands these days should be seeking an audience of 3 million, not 300, and increasingly, they are looking at alternative ways to present products to their customers.”

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