Complex combinations

摘要

Drawing attention to branded products in the consumer denim market is a tricky business. Extensive marketing and promotional campaigns are required, with no guarantee any of the messages will stick. Denim can switch from being very much "in", to completely "out" with the fashion seasons, just as one brand can very quickly rise to the top of the tree as another falls from it. This has always been the case since the fabric's associations with youth cults in the 1950s, but today the market for denim is much more diverse and there is considerable science backing up the branding.