Apparel companies also have to consistently modify the apparel they produce in order to meet consumer trends and demand. For example, manufacturing clothing that incorporates recycled material, or electronic functions (such as small lights in the clothing). At times, consumer demand also requires that the apparel industry manufactures and distributes clothing items at a more rapid pace than is typical.
A burgeoning trend among designers and manufacturers is incorporating “green,” organic or sustainable features in the clothing they make and distribute. The fact that mass retailers have begun devoting shelf space to such clothing is indicative of a larger trend soon to emerge in the apparel industry.
Consumer preferences and demand are the predominant drivers for the apparel industry, but manufacturing costs are also a factor. Profitability in this industry is dependent upon several factors as well: the focus given to certain locations, specialization of products, efficiency of operations, and contracts with marketing professionals. As competition is steep, apparel companies often create alliances to present a stronger front. Successful advertising strategies, as well as concentration in specialized markets help in allowing apparel companies to generate increased revenue.