Best of Fashion business all over the world make around 10% EBITA. Many make less than that. Most of money is lost in what does not sell that what sells. This short e booklet looks at the fundamental assumptions and way of working that lead to this business phenomenon. Provides practical insights basis real experimentation, what could be some levers of turning around with new approach to fashion delivery. Growing profits, return on investment and also have a positive cash flow. i believe in writing short booklets but provide practical crisp insights, if you have any questions you may always reach me at ganesh@whyoffashion.com