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Fashion Marketing by Caroline Le Bon

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CHAPTER 1

Fashion as the Empire of Seduction

Fashion managers handle daily design, merchandising, distribution, promotion, and sales of ephemeral products to first seduce fashion shoppers and thereby generate greater profitability. Some of these concepts related to fashion seem to fall in opposition though. In fact, how can firms elicit high profits when they must introduce and deal with products that change every week or month? The fashion industry actually leverages this opposition constantly to develop its business beyond sequential changes.

Developing the Business of the Ephemeral

Fashion may be ubiquitous, but can anyone really appreciate its power? We first must ask ourselves what fashion represents. For most people, the term fashion

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