The Changing Landscape
Aside from technology, there are other factors that brands must take into account when it comes to the evolution of their company and the changing consumer. To have the brand, the manufacturer, and the retailer built into one hybrid business model, the process can help them better manage costs and deliver the value for money that their customers expect. Companies that gain control over an increasingly large part of the product life cycle to balance quality, cost, and style are well on their way to being successful hybrids.
I think this is BRILLIANT! From a marketing perspective and a personal soft-spot for customer relations and brand image, to have a company work so close within itself, I think the process of hybridization can eliminate any issues relating to development of products. Together with technology, ideas become clearer, everyone is on the same page, and the possibilities are endless. Not to mention, the connected departments can really hone in on what consumers want and what is the most effective and efficient way to fulfill their needs. The shift in consumer-thinking and what they find to be the most important when looking to buy products is switching at a drastic rate. If brands can stay focused, keep up, and adjust accordingly (especially if they use the hybrid model as well), then brands can dominate the process from start to finish. Competitors, learn or start panicking...
https://www.lectra.com/sites/lectra.com/files/document/lectra-white-paper-fashion-changing-landscape-en.pdf