The Fashion Business 2021 ❲95% EASY❳

A new trend on TikTok involves creators telling viewers not to buy things. Savvy fashion brands are leaning into this. Patagonia famously ran a Black Friday ad saying, "Don't Buy This Jacket." It increased sales. The lesson for the fashion business is that radical honesty builds loyalty.

The fashion business isn't a monolith. It's composed of various segments catering to different price points and consumer needs: The Fashion Business