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Fashion Marketing by Caroline Le Bon

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CHAPTER 5

Fashion as a Means of Communication

People need information before they can judge if buying a fashion product will be relevant for them. Modern shoppers are well informed, mainly through social interactions, about the season’s must haves. They obtain, retrieve, and repeat information through media, word of mouth, advertisements, and interpersonal communication.1

Fashion products tend to be perceived as risky, because of their ability to transmit key messages to others. Their symbolic and social aspects make these products special for shoppers, who use them to create a preferred image of themselves. To deal with the constant changes in fashion products, consumers seek substantial information to get reassurance about their fashion choices. ...

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