The road to innovation is not always an easy one, but for apparel one of the biggest stumbling blocks is price. This comes at a time when consumers are asking for more innovation and changes from their products, but without the worry that it is going to cost them more. When the price of fiber goes up, often the price of everything related to the apparel goes up. Being innovative with that can lead to problems as a result with the end price. This in turn drives customers away. Companies then have to find ways to be innovative, without the added price, and that is often not possible. It is for this reason that brands must have an excellent relationship with the supplier of their fiber. In addition, brands must balance what their customers want and what they want to pay, with what the cost of the product is going to be because of things like fiber. It should be also noted that the changes people want in their products and apparel often don’t need to involve any major breakthroughs in the industry. It can be very easy to achieve what is needed, or wanted, by consumers. In the end, apparel companies must ensure that the new innovation works not only at the bottom and the top, but throughout the entire supply chain itself. From the mills weaving it, to the stores selling it, everyone needs to be on board with the change and what makes this innovation possible and different.