Complexity describes the behaviour of a system or model whose components interact in multiple ways and follow local rules, meaning there is no reasonable higher instruction to define the various possible interactions.A complex system is thereby characterised by its inter-dependencies, where as a complicated system is characterised by its layers.

Fashion has some exact characteristics that makes it unique and complex, like:

  • Seasonality
  • Variety of styles, occasions of use, sizes
  • A short product cycle and a long industrial pipeline
  • High number of activities and people involved

Fashion VS Luxury in product development


  1. Most of products are seasonal
  2. There are sales and discounts
  3. Business driven by season and there are different collections in one season (pre-collection, flash, cruise, capsule etc)
  4. There are high presence of seasonal models


  1. Most of the products are non seasonal
  2. No/or very limited sales, no discounts
  3. Product lifecycle is much longer than in Fashion
  4. High presence of icon products and carry overs in particular in leather goods

Typical icon brands are luxury brands such as Chanel, Armani or Prada, or globally admired jewellers such as Bvlgari, Cartier and Tiffany.

Fashion brands can become iconic by delivering universal values and iconic elements that allow them to remain successful over time, like Ralph Lauren or Dolce&Gabbana. Icon brands often come from a position of authority or cult brand, extending the range of products and their popularity outside a restricted circle of followers. ‘Icon Brand’ is also a name of a brand that produces goods for its customers, however despite its name the brand is irrelevant to the marketing term icon brand. Icon brands are the most successful, distinctive and famous of the brands. As a result, all brands seek to become icons in order to maximize their sales and reputation however only a few is able to become icons. this interesting terms we will be studying more later.