Business & Management (Your MSc Lens)
Traditional business models rely on trends, forecasts, and steady planning. Yet, as I explored in my dissertation, SWTs move in sudden leaps that disrupt every linear prediction. In this landscape, resilient and adaptive firms consistently outperform those dependent on pure forecasting. Traditional companies that keep their supply chains flexible, invest in experimental R&D that is groundbreaking, and will diversify their partnerships. With tech × fashion collaborations, these are far better positioned to withstand sudden shocks. After all, consumer behaviour doesn’t shift gradually; it pivots unpredictably
Black Swan events show that consumer adoption doesn’t always follow a forecastable path. E. G. When TikTok triggered a sudden jump in demand for creator-focused eyewear, which later was perfected into the sleek Ray-Ban × Meta collaboration; a great example of fashion meeting tech in a way that actually worked.
Health crises pushed step-tracking SWTs, including Oura-style rings, and biometrics to the mainstream. This unpredictability makes agile management crucial.
With this explanation of how SWTs shape our population’s PESTLE (political , economic, social, technological, legal, environmental) factors, it’s clear that this market is one we need to understand, monitor, and anticipate.