ASOS lost £10 million entering China. Amazon retreated entirely. Both shared the same mistake: assuming what works in one market works everywhere. Global fashion doesn't reward the biggest budget. It rewards the brand that does the hardest work - understanding people on their own terms, in their own context.

A brand positioning document that once took a week now gets done in a 30-minute commute. A designer who produced 10 visuals now produces 100. AI hasn't replaced creativity in fashion - it has radically expanded what a creative team can do. The gap between adopters and hesitators is widening daily.