4.1 The New Tech Approach
“Marketing is all about brand differentiation. Why would we want to just cut and paste the same product for every single client? Because all brands invest millions of dollars in differentiation, they all want to be different.” (Chippindale, 2022)
To be different: We’ve mentioned several times throughout this book that the fashion industry is highly saturated with brands and retailers; thus, they need to be different to stand out. Certainly ...
