Brands that find success in their business, they have a core offering and expertise in a specific product in which buyers and customers come to depend upon season after season. Your brand should ‘pop-up’ in the mind of the buyer when they think of that product. The goal is to be consistent at the core of your business and offer a stable collection so that you build loyal customer base. At the same time offer a trendy and seasonal line to keep the products fresh and exciting.
A great example of a brand with clear business core is Converse; season after season they offer the same basic line plus their seasonal line in keeping their customers excited. Converse is a successful brand with loyal customer base; keeping the brand consistent at the core of their business.