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Read the case thoroughly and answer the following questions comprehensively.
1. How do consumer preferences arise? Are consumer preferences stable across time? How well do past preferences in fashion predict future preferences?
2. How can marketers influence future trends? Can it be done? Apply traditional media, digital media, WOM, and PR in your analysis.
3. How does fashion spread in society and how do fashion taste of people influence others? Apply your knowledge in the different forms of media and paths to influence the market.
4. Fashion is such a volatile industry. How does one cope with it? What was the context in the US (globally) in 2000 onwards? Do you see any fashion cycle? Describe it? How does one capitalize on it?
5. How can the creative and marketing function collaborate better? Identify Pros and Cons of each approach.
How does the digital space play in the fashion industry? What are the limitations of digitalization and upsides in the fashion industry. What happens in the consumer journey?