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Fashion Brands, 3rd Edition by Mark Tungate

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06

Anatomy of a trend

Trends have expanded beyond fashion. What colour is your mobile phone this season?

When a fashion-conscious friend of mine saw a poster of Uma Thurman decked out in a bright yellow motorcycle jacket and matching trousers for the movie Kill Bill, she turned to me and hissed, ‘Shit – that means we’re going to look like bananas all summer.’ Actually, Uma’s violent yellow outfit never quite caught on – although her sneakers, made by the Japanese brand Asics, did. Movies, particularly when they become popular culture phenomena, clearly have an impact on fashion trends, along with the music industry (see Chapter 10: Celebrity sells).

Apart from these obvious sources, though, where do trends come from? Why are the stores full ...

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