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Fashion Marketing by Caroline Le Bon

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CHAPTER 2

Fashion as a World of Influences

Fashion is characterized by multiple trends and products that fluctuate in time and across customers. Fashion apparel and accessories as ­public, visible products influence people’s looks and appearances. They help ­customers communicate about themselves, earn approval from their peers, or reject others’ influences. Fashion also influences people across social environments, by implying symbolic and social meaning for and among people.

Creating Symbolic Influence with Fashion

Fashion companies not only create new products but also influence customers’ appearances through their constant renewal and creation. Fashion integrates more than just nice apparel and accessories; it implies symbols and desires. ...

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