Marketing and branding play a critical role in today’s fashion industry; they are stimulating and exciting disciplines that inform many of the strategic and creative decisions involved in design and product development. Marketing bridges the gap between the intangibilities of fashion and the concrete realities of business. It can be viewed as a holistic system connecting the commercial goals and value system of a business organization with the personal ideals, desires and actual needs of consumers.
Fashion is by its very nature a marketing tool. Marketing is part of its DNA; it is inherent in its substance and spirit. Think about it; if it was not called fashion, it would be plain apparel or garments, and these words contrive ...