Gill Linton explores the fashion industry's current obsession with marketing.

Ralph Lauren’s 4D technology.

The ad business is particularly good at two things. 1. talking in marketing clichés and buzzwords while saying nothing/new; 2. tactics masquerading as brand strategy.

Looks like the fashion industry has become as obsessed about talking and marketing its marketing as the ad business has been since Mad Men days, (how’s that for a clichéd cultural reference). I can guarantee however, that I will never encourage you to dress like a Mad Men extra)). The talk is that they’re adopting a more sophisticated and strategic approach to marketing. Sharing the inner workings of the business and marketing of fashion is pop culture these days, behind the scenes interviews, makings of, documentaries, buy from the runway etc.

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