How ROTATE Creates Operational Clarity with Delogue

The fashion industry has never been short on complexity. Fast-moving collections, global supply chains, increasing compliance requirements, and growing demands for product data have all added new layers to an already challenging environment.

For Jenny Helgason, Buying, Production and Fitting Director at ROTATE Birger Christensen, managing that complexity comes down to one thing: clarity.

"We need to be very clear from the start when we begin developing a product because it affects so many different stages down the line," says Jenny. "The more clear we can be from the start, the fewer corrections, delays, and misunderstandings we face along the way."

As fashion businesses grow, information flows through an increasing number of teams, systems, suppliers, and partners. Product information created during development eventually reaches sales teams, e-commerce platforms, logistics departments, retailers, and consumers. When information is incomplete or inconsistent, even small errors can create significant challenges later in the process.

For ROTATE, creating a single source of truth has become essential to maintaining control. "We have one source, Delogue, where we start from," says Jenny. "From there, we can move that information forward."

Rather than relying on disconnected spreadsheets, emails, and individual files, ROTATE uses Delogue as the starting point for product development and collaboration across the organization. "It's very important that everybody has clear ownership of what they are responsible for and where the data comes from," explains Jenny. "We all work from the same source."

Structure Doesn't Limit Creativity.. It Enables It

One of the most common misconceptions in fashion is that structure and creativity are competing priorities. Jenny sees it differently. "There can sometimes be a misconception that operational discipline restricts creativity, but I actually think it's the opposite."

As collections become more complex and timelines become tighter, clear processes allow creative teams to focus on product development rather than administration.

"The goal is to create structure around the processes, not around the creativity," she says. "When you remove the administrative friction, you allow teams to spend more time focusing on the product."

At ROTATE, Delogue plays a central role in supporting that structure. With product information, workflows, approvals, and supplier communication gathered in one place, teams spend less time searching for information and more time making decisions.

One Platform for Internal Teams and Suppliers

Operational clarity doesn't stop at internal collaboration. For ROTATE, supplier relationships are built on transparency, trust, and access to shared information. Working with suppliers across Asia, India, Turkey, and other markets requires clear communication and visibility throughout the development process.

According to Jenny, suppliers are expected to work from the same information as ROTATE's internal teams. "We are asking them to have the information in Delogue, in the same platform," she says. "Everybody can access that, so there's no guessing around who said what."

By working from a shared source of information, both ROTATE and its suppliers can identify challenges earlier, align expectations, and respond faster when adjustments are needed.

The Importance of Getting Data Right from the Start

As product information flows between PLM, ERP, e-commerce, logistics, retailers, and compliance systems, data quality becomes increasingly important. For ROTATE, product data is no longer simply a technical requirement. It supports everything from compliance and retailer requirements to customer experience and return rate reduction.

"If we find a data mistake later, we need to manually go backwards and change it in so many different places," says Jenny. "It's better to do it right from the start."

This is one of the reasons Delogue has become such a critical part of the company's operations. By ensuring information is captured correctly early in the product development process, teams can avoid the manual corrections and duplicated work that often arise later.

Jenny also points to the growing importance of product information in e-commerce. "The more information we can give and the better we can guide the final customer, the better chance we have of landing the product the right way."

Preparing for a More Complex Future

Looking ahead, Jenny expects the fashion industry to become even more interconnected. Digital Product Passports, new compliance requirements, retailer expectations, and increasing demands for transparency will all require brands to have greater control over their product data.

"I don't think it's going to get easier," she says. "It might get even faster and more complex." For that reason, ROTATE sees operational clarity not as a short-term initiative but as a long-term foundation for growth.

Having a central platform where teams and suppliers can collaborate, access information, and build reliable product data has become increasingly valuable as the business scales.

For ROTATE Birger Christensen, Delogue has become more than a product development platform. It has become the foundation that connects teams, suppliers, and data across the business, creating the clarity needed to operate in an increasingly complex industry.

Check out our monthly webinar

Every month, we host a webinar, often in collaboration with our IT solution partners and leading industry brands. The topics vary, but one thing remains the same: we aim to make the fashion industry’s challenges more manageable and share our take on practical, hands-on solutions.

Check out this month’s webinar by clicking the button below.