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Fashion Brands, 3rd Edition by Mark Tungate

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Introduction

You don’t buy clothes – you buy an identity.

The model struts towards the battery of cameras, profile held slightly aloft, walking with the curious avian gait that has evolved to flatter the lines of her dress. She does not spare a glance for us mere mortals in the wings; her attention is utterly focused on the arsenal of lenses at the end of the catwalk, which will whirl her image into the global maelstrom of the media barely an instant after she has turned away.

She pauses at the end of her purposeful march, a thigh thrust forward, a hand on a jutting hip, smiling at last as the flashes crackle around her like summer lightning. When she has given her audience what they came for, she swivels imperiously, flinging a contemptuous ...

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