Gill Linton: Does the Fashion Industry Know What a Brand Strategy Is?
For all the talk about timeless style and designs, the fashion industry can't help but chase the latest trend. There are those who genuinely create them and those who shamefully knock them off, but when it comes to marketing, they're equally stuck in a rut.
Now that fall fashion marketing is here and the industry is working on what’s next, what should fashion brands do differently to make up for a terrible fiscal 2009?
Everyone’s a brand strategist these days, including people in the fashion industry whose core business is to produce fashion shows, generate publicity and create ad campaigns. In which case you’d expect fashion brands to be more distinct from each other, wouldn’t you?