Fashion is a unique system both for the way it functions—through always changing trends, ephemeral by definition—and for its market, which consists of big companies, luxury brands, and large-scale distribution.
Since dressing is a basic necessity, fashion has a very strong potential market and therefore its offerings must respond to a multi-faceted demand—all ages, both sexes, all social categories, and professionals.
The strength of fashion resides in the fact that it involves a market that is conducive to buying: styles are renewed each season and clothes deteriorate, making the potential sales of the sector infinite. Moreover, it is a market that knows perfectly well how to create necessity, generate demand, and provoke buying. Thus, exceeding mere usefulness and comfort, fashion has imposed a new logic: that of the power of seduction, which justifies the act of buying beyond the reasonable.
Fashion is legitimized through a socially disseminated media discourse whose main characteristic is communication. Its message is simple—trends—and is circulated visually in a spectacularly effective way—through advertising, fashion shows, brand image—adaptable to all media.
Today, communication is the indispensable focal point for managing any fashion brand. The product, advertising campaigns, fashion shows, boutiques, in short, everything that emanates from the brand and is related to it, emit messages that must be coherent with each other in order to communicate a strong brand image, always carefully maintained. It is for this reason that today one of the main activities of a fashion company is production of this type of image, created with intangible elements of a symbolic and aspirational nature that are synthesized in visual messages such as photography, videos, fashion shows, collection of samples, etc.