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Fashion Brands, 3rd Edition by Mark Tungate

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Conclusion

The best marketing in the world comes down to a person standing in front of a mirror.

The words ‘fashion’ and ‘marketing’ are virtually interchangeable. Yet a fashion brand cannot expect to thrive on marketing alone. Consumers, happily, just aren’t that dumb. Jean-Jacques Picart, the Parisian fashion consultant, told me, ‘Over the years I’ve advised many brands, and if there is one thing that I am absolutely sure of, it’s that you can’t lie. You can bluff, you can rearrange the truth, but you can’t cheat. Marketing can persuade a customer to push open the door of a shop, but if the clothes they find inside it are ugly, they will leave. Today, a product at any level must achieve the correct balance between price, quality, creativity ...

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