The Consumer as stylist

Great article by Mark Tungate on Fashion Brands and purchase behavior:

The days when consumers were loyal to brands are long gone. Nobody wants to be decked from head to toe in clothes from the same source, especially if they are smothered in logos. Small ‘curated’ stores selling unusual but multiple brands along with other lifestyle accouterments will become more common. Shoppers are increasingly drawn to environments that resemble markets rather than brand shrines. The emergence of ‘fast-fashion’brands such as Zara, H&M and Mango has been driven by a demand for trendy, disposable items that can be mixed with expensive, classic pieces. Consumers don’t just buy designer, or chain store, or vintage, they buy all three, and throw them together in a style that is uniquely personal.