Being authentic and consistent with your business model is vital.
Very often for my job, I work with fashion companies that tell me about their business, their doubts and their problems. In 100% of the cases, it is an issue of consistency between what they want to be and what they are, and between where they think they are and where they really are. Between what they were when their founders created their companies and what they really are today.
In a fashion company, everything has to run like clockwork, where each piece has a specific function and where everything is designed for a unique purpose: to display the time without delays.
Following this simile of a clock, each piece is connected to another, everything is integrated as a single mechanism, without dead spaces, with order and synchronisation, and above all with a clear objective towards an established purpose.
Unfortunately, in most cases I find companies with business models that do not coincide with their financial strategies, product strategies that are not discussed with the store, or what is even worse, organisations that forget that companies are primarily people and that everything starts and ends with them.
In the video, the images must be synced with the sound, as otherwise the film is not understood.