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Fashion Brands, 3rd Edition by Mark Tungate

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22

Behind the seams

There’s always a nagging worry that you might not be seeing the full picture.

The possibility that their factories in developing markets might be knocking out fakes on the side should be of minor concern to the fashion brands, in the light of a more serious problem. When I told a friend that I was going to write a book about fashion, he asked, ‘So what’s the angle – gorgeous models; or underpaid women in sweatshops?’

Although the labour issue has been discussed ad infinitum, it is one that no writer on fashion can afford to ignore. Those who have gone before me have done a good job; brands are so worried about the PR repercussions of the word ‘sweatshop’ that they now have extensive ‘codes of conduct’, designed to reassure ...

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