Product launches were organised around a handful of major seasonal occasions, with brands and retailers able to plan months, even years, in advance. The seasonal rhythm that once dictated product innovation is becoming less pronounced, with launches no longer fitting so neatly into the traditional calendar. According to Sibson, the fastest-moving tend to be those most exposed to social media influence, emerging consumer trends and format experimentation. Rather than investing heavily in a set number of large seasonal launches, manufacturers are increasingly being asked to maintain a pipeline of smaller, faster-turnaround launches. Instead of planning NPD around four major seasonal windows, brands are increasingly orientating product development around shorter-lived consumer trends and cultural moments.