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This Designer Bucked Fashion Norms. Learn Why It Worked. Industry norms be damned.

By Stephanie Schomer

This story appears in the December 2016 issue of Entrepreneur. Subscribe »

Tanya Taylor
Tanya Taylor

This article is included in Entrepreneur Voices on Growth Hacking, a new book containing insights from more than 20 contributors, entrepreneurs, and thought leaders.

Consumers have more information at their fingertips than ever. E-commerce has changed how people shop. And yet many industry traditions have remained -- like, say, fashion's longstanding insistence that brands create four collections a year. But even the most deeply embedded rules are starting to crack. Tanya Taylor is one of the changemakers: She's a fashion designer who remade her schedule to focus on just two strong collections a year -- which in turn will spend more time on the retail floor, rather than being relegated to the sale section to make room for an impending precollection. Taylor tells us how she bucked expectations -- and why it worked out.

Related: Why You Should Focus on 'Different' and 'Better,' Not 'More'

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