As a brand consultant and celebrity fashion stylist I could see the great chasm that exists between designers, who are great creatives with great talent and the commercial reality. As they focus most of their interest on creation and not on sustaining the business, so in my recurring visits to these fashion events and different countries and cities season after season I realised the disappearance in many of them. I felt a sense of powerlessness because I saw the great potential beyond the socio-economic impact that could generate these brands in their locations using fashion as an agent of economic change, but this was not happening, I increasingly saw how brands succumbed to lack of business knowledge, because fashion has a pace and a way of business very different from other industries. Here we can see unusual business models in reference to many industries, very ephemeral times for products, very diverse distribution channels and production systems that can become complex and costly if we do not know how to manage them. Then the challenge of converting a piece of clothing or skin cream, a shoe or any piece of jewellery into a product that can reach the standard to be marketed.