When it comes to marketing, broadly speaking, the fashion industry is frankly a bit naff, (for my American friends; naff adjective Brit., informal lacking taste or style.)

When it comes to marketing, broadly speaking, the fashion industry is frankly a bit naff, (for my American friends; naff adjective Brit., informal lacking taste or style.)

Naff, in the same way that the masses latch on to the latest trend and ruin it for the rest of us. And while I recognize this is part of the cycle of natural selection that leads to cultural change, there’s still so much more of the lowest common denominator kind than the meaningful and creatively extra-ordinary.

I’m mostly disappointed by how it latches on to the latest marketing buzzwords and technical possibilities to get more clicks.

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