Fashion emergent brands in the storm

The big emerging brands who, while miming the model of distribution and marketing of the industry of the luxury brands, wanted to free themselves from advertising investments of their elder sons, knows today difficulties which look loud.

ABERCROMBIE & FITCH / AMERICAN APPAREL see their sales falling to 25 % and to 33%. Repetitive collections, average quality, absence of institutional communication. The fashion is a universe of communication where the risk remains the raw material.

© Gérald Cohen – September 2009