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Fashion Marketing by Caroline Le Bon

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CHAPTER 8

Handling Managers’ Challenges for Successful Fashion Products

What is important for fashion managers is that customers regularly buy their fashion products, whatever the trend is. To ensure they buy the specific products the managers are selling, fashion companies must keep two important concepts in mind: attachment and loyalty. Although attachment and loyalty may seem counterintuitive when it comes to fashion, considering the continuous changes to fashion products, themes, and trends, their importance is clear when we consider fashion as an overall concept, not a specific product that will be fashionable for a short time. Fashion persists, whatever the particular products or trends are as the concepts of brand or luxe do. Therefore, ...

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