"We will be going back to the basics in a more sophisticated way. Brands now need to be authentic and real; it’s about honesty and sincerity."
Davis, M., and Baldwin, J. (2006). More Than a Name: An Introduction to Branding. AVA Publishing (Page 152)
This is the direction fashion companies seem to be going. they are looking to get in to a more causal all day but still up scale sophisticated look, but at a price that the average consumer can buy. Stores Like H&M Zara, forever 21 for him and her are all going into this kind of direction with their fashion. I don't see it as a trend but more as the new fashion statement, leaving the hip-hop style and the Euro fashion style a thing of the pass.
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