The little black dress: how one garment changed fashion
A simple black dress that appeared on a magazine page in 1926 has been the cornerstone of women's wardrobes for a hundred years. Its story is also a lesson in branding.
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Why does a fashion brand need a CRM?
Sales went up — but who bought, where did they come from, why didn't they come back? A brand without these answers runs its ads on guesswork.
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The story of jeans: from workwear to fashion icon
Born as tough work trousers for miners, jeans are now the most worn garment in the world. Meanings, not the product, opened that road.
ReadHow does model choice affect sales?
The same garment sells differently on different people. A model should be the voice of the brand and a mirror of its audience.
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Trench coat: from the trenches to the runway
Shoulder straps, belt rings, double buttons: every detail of the trench coat comes from a function. That is how a classic is born.
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The shop window is a silent salesperson
Customers start deciding before they enter the store. Layout, colour and ease of choice are half of that decision.
ReadDior's "New Look": the return of the female silhouette after the war
A collection shown in Paris in February 1947 radically changed the female silhouette after the frugal clothing of the war years.
ReadColour psychology in fashion: how colour shapes a buyer's decision
Customers look at a garment's colour first. Knowing which feeling a colour evokes matters for the collection, the window and the content alike.
ReadHow fashion seasons work: from the runway to the shop floor
Why are autumn-winter collections shown in February and spring-summer ones in September? Understanding the fashion calendar is the basis of a marketing plan.
ReadFrom kalaghai to chukha: Azerbaijani national dress in modern fashion
The kalaghai is on UNESCO's list of intangible heritage. Elements of national dress are a strong, distinctive source of inspiration for local brands today.
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