Increasingly these days brands are accepting and embracing the fact they need to react swiftly to ongoing changes in the market. The above quote comes from The Wall Street Journal and an article about how luxury brand Cartier is approaching the reality of change. "If something happens, and you start to sense a reverse trend coming, you must be able to reduce production overnight, otherwise you will build up your stock and reduce your cash-flow," Cartier President and CEO Bernard Fornas told the newspaper. "I am able to reduce production at almost no cost, quicker than anybody else in the market," he says. "Similarly I can increase production quicker than the others. That is very important; we are in a volatile environment."