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Bora Aksu Fall/Winter 2011 at London Fashion Week

Understanding the fashion industry and exactly where your new label will sit is fundamental to getting your product and business right. You will need to take your time and do the research (see Chapter 7) to understand where the potential for your product will be and how buyers, journalists, and consumers will expect it to be presented to them. This chapter will introduce you to three of the key market segments: haute couture, ready-to-wear, and mass market, and will touch on the growing interest in eco fashion. It will look at the areas of fashion design and seasonality before moving on to the ...

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