Gaining clarity during uncertain times

Six of the world’s most popular brands are celebrating their centenary (100 years of existence) this year. Among these are 7-Eleven, Pan Am, the New Yorker, and Corona (the beer, not the global health Pandemic).

Longevity is something that many companies aspire towards, but very few achieve, particularly in markets where they face fierce competition and shifting consumerism. While it is undeniable that competition is a major challenge, consumerism is possibly more difficult to address, particularly in the current economic environment where technology is proving to be a key role player.

Flexibility and agility are often viewed as industry buzzwords that are increasingly becoming overused. However, as a recent Harvard Business Review (HBR) article points out, adopting these practices can add significant profitability.

Learnings from Adobe’s Primrose

The HBR article pointed out that, in 2013, Adobe’s research team created a concept video featuring a sweater that could change its appearance based on weather conditions. When Adobe first introduced its shape-shifting sweater, it was a purely conceptual demonstration, no physical product, just an imaginative glimpse of how wearables might evolve. Over time, the team built on this vision with projects like Glasswing, a translucent display box that layers interactive digital animations over physical objects to create immersive mixed-reality experiences. Armed with these insights, the researchers transformed the initial notion of a dynamic garment into Project Primrose, a fully realised, electronically adaptive dress designed by the demi-couture designer Christian Cowan that debuted at New York Fashion Week in 2024.

Although Primrose is not available for purchase, it marks a new lifecycle stage, moving beyond a simple idea to a functioning research platform that proves textiles can be responsive and evolving canvases. Instead of remaining static, this kind of technology enables fashion to become more dynamic and interactive, opening possibilities for its application in art installations, home décor, store backdrops, and even high-profile events. In essence, Primrose offers a glimpse of how future products might blend art, technology, and design into endlessly adaptable, user-driven experiences.

The project’s evolution demonstrates three essential principles of successful PTG development that directly counter planned obsolescence:

• Start with an expandable vision. While the initial concept addressed a single use case (weather-responsive clothing), Adobe’s team recognised broader potential. Instead of creating multiple products that would eventually become obsolete, they envisioned a platform that could potentially revolutionise not just fashion, but retail displays, interior design, and architectural installations.
• Build cross-functional excellence. The team combined hardware prototyping, software development, and textile-engineering expertise. This integration enabled breakthroughs in flexible electronics and smart materials that would have been impossible with a traditional, siloed approach focused on quick obsolescence.
• Create sustainable value. Rather than producing multiple garments designed to be replaced seasonally, Primrose offers one adaptable solution that reduces waste while creating new value streams through digital transformation. This approach stands in stark contrast to ultra-fast fashion retailers like Temu and Shein, whose business models rely on producing thousands of new styles weekly at rock-bottom prices, encouraging disposable consumption. While these companies have faced mounting criticism for their environmental impact and contribution to textile waste, PTGs like Primrose demonstrate how technology can enable sustainable fashion consumption without sacrificing style variety or consumer choice.

Identifying PTG Opportunities

The HBR article points out that, based on Adobe’s experience and our research into product development across industries, we have identified five key questions executives should ask when evaluating PTG potential:

• Analyse evolving needs. Instead of asking how quickly customers will need a replacement product, ask how their needs change over time. Map out the progression of needs in your target market to identify opportunities for adaptive solutions.
• Technology integration potential. What emerging technologies could enable your product to serve multiple purposes? Adobe combined flexible electronics, smart materials, and software to create Primrose’s adaptability.
• Value capture mechanisms. Rather than relying on replacement purchases, how could making your product more adaptable create new revenue streams? Consider premium pricing, subscription models, upgrade paths, and complementary services.
• Sustainability impact. How much waste could be eliminated by making your product adaptable instead of disposable? Quantify these benefits to build your business case.
• Development capability assessment. What expertise and resources would you need to move from planned obsolescence to adaptable products?

Implementing a PTG Strategy

The HBR article points out that once you have identified a PTG opportunity, consider these steps that counter traditional, obsolescence-based design:

Start with core functionality. Begin with a solid base product that serves fundamental needs well before adding advanced features. This foundation-first approach ensures customer value even before adaptation capabilities are fully realised.

Adobe demonstrated this with Primrose, starting with a wearable dress that met basic fashion needs before layering in transformative digital capabilities. This sequential development ensures products remain useful throughout their evolution while reducing development risks.

Build in modularity. Design your product architecture to enable future additions and modifications through independent, standardised modules. This approach creates mutual value: Businesses develop new revenue streams through module sales and upgrades while customers benefit from targeted improvements without full product replacement.

Adobe’s Primrose exemplifies this through its digital petals: independent modules that can be individually controlled and updated, allowing the dress to evolve without a complete redesign. This modular approach fundamentally changes how products create and capture value over time.

Create growth pathways. Develop clear plans for how your product will evolve over time through both technical advancement and business-model innovation. This requires mapping out feature expansions, identifying upgrade opportunities, and creating value-capture mechanisms that benefit both the company and the customer. Primrose’s roadmap includes not just technical improvements to its digital display capabilities, but also platforms for designers to create and sell new patterns, demonstrating how growth pathways can expand value for entire ecosystems.

Redefining innovation through adaptable design

What are some of the key learnings from the HBR article?

• From Concept to Reality: Adaptive Textiles as a New Frontier. Adobe’s journey from a conceptual shape-shifting sweater to a fully functional, electronically adaptive garment highlights the potential of fashion-tech integration. Primrose proves that textiles can be dynamic canvases, paving the way for interactive applications in retail, home décor, and digital art installations.
• Expanding Innovation Beyond a Single Use Case. Initially designed as weather-responsive clothing, Adobe’s vision evolved into a broader platform that could transform retail displays, interior design, and architectural installations. This reinforces the idea that scalable innovations outperform single-use products, avoiding planned obsolescence.
• Sustainable Fashion: A Shift Away from Disposable Consumption. Unlike fast-fashion models that generate massive textile waste, Primrose redefines sustainability by offering one adaptable solution instead of seasonal replacement cycles. This marks a shift toward responsible consumption, proving that technology can enhance fashion’s longevity without sacrificing style or variety.

Adobe’s Project Primrose is more than just a breakthrough in fashion, it represents a fundamental shift in product development, where adaptability replaces obsolescence. As industries confront increasing pressure to balance innovation with sustainability, Primrose demonstrates how businesses can create scalable, technology-integrated solutions that evolve with consumer needs rather than become outdated.

The implications stretch far beyond textiles, whether in retail, interior design, or digital art, the ability to craft modular, dynamic products will define the future of sustainable business models. Companies looking to stay ahead of disruption should rethink traditional design principles, embracing expandable visions, cross-functional collaboration, and circular value creation as core strategies.

By focusing on growth pathways and modular enhancements, businesses can move away from planned obsolescence, fostering long-term customer engagement and diversified revenue streams. Technology should empower longevity, not encourage disposability, and Primrose stands as an inspiring example of how industries can shift toward innovation that lasts. The lesson is clear: businesses that invest in adaptability, sustainability, and cross-sector collaboration will not only lead industry transformation but also future-proof their growth strategies.

Business rescue practitioners play a critical role in this shift toward adaptable and sustainable business models. Their expertise in strategic restructuring, financial recovery, and operational realignment allows distressed companies to pivot away from outdated practices and embrace innovation-driven solutions like PTGs. By guiding organisations through turnaround strategies, they help businesses integrate modular design, optimise value capture mechanisms, and align with evolving market demands, ensuring long-term viability rather than temporary survival.

In industries where planned obsolescence is deeply entrenched, business rescue practitioners can champion sustainable alternatives, helping companies transition toward scalable, tech-enhanced models that foster resilience and competitive advantage. Their ability to identify inefficiencies, implement future-proof strategies, and collaborate with industry leaders positions them as key architects in shaping a more adaptive and sustainable business landscape.