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Fashion Marketing by Caroline Le Bon

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CHAPTER 3

Fashion and Product Variety

Fashion is synonymous with temporary, regular changes in a variety of products every season. To handle this diversity in fashion products, companies must follow specific trends.

Dealing With Trends and Products

The complex concept of fashion entails diverse trends and products that change every six months or more. To clarify this concept, we explain its underlying aggregation.

In particular, fashion exists as such, independent of any specific product or brand. As luxe, fashion transcends products and brands by involving a dynamic process, with frequent, regular changes, mainly characterized by trends.

Today, customers can find fashion apparel in supermarket. Fashion does not require a brand, a logo to exist. ...

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