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"Education is the most powerful weapon which you can use to change the world”
– Nelson Mandela

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2-1 Discussion What Is the Direction of Fashion

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Q To prepare for this discussion, review the article How the Most Successful Brands Take a Peek Into the Future. The direction of fashion is always changing. It is imperative for companies to stay ahead of the trends in the market. Chapter 5 in your textbook mentioned how Faith Popcorn coined the phrase “cocooning” to describe our need to stay at home and enrich the beauty of our homes. Ralph Lauren capitalized on this trend by adding a home division to his company. In How the Most Successful Brands Take a Peek Into the Future, Mark McNeilly quotes Alan Kay who asserted that “The best way to predict the future is to invent it.” It is now time to interpret what you have learned about the direction of fashion change. What fashion companies have insight into the future as defined by Kay? What fashion companies are inventing and creating the products of the future? Refer to the Discussion Rubric for directions on completing these discussions.

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According to Mcneilly (2013), companies like MasterCard, sparks & honey, Oreo, Trendwatching.com have insights into the future because there are different out-of-the-box elements which are being looked into. “Intangible success” is one of the elements which is different from tangible success for the global customers (Mcneilly, 2013). This implies that there must not be only the mechanical aspect of selling which must be catered to. There has to be satisfaction of non-mechanical aspects as well.