When it comes to digital, and e-commerce in particular, most businesses assume that launching their online shop is the end goal. This is a mistake and, at best, going live is no more than the start of the journey. To survive, fashion designers need to stay on top of their game – releasing new collections after new collections, endlessly seeking fresh ideas and inspirations. The same applies to digital and e-commerce. A stale website that a brand fails to keep up to date will end up like an old picture over a mantelpiece – it’s there, but no one pays attention to it anymore.