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Almost all brands today use trend books - special catalogs of fashion trends for the next year or even five years.
The recommendations of such agencies can be very specific (for example, punk revival), or more general like nostalgia for the past against the backdrop of an increasingly unstable situation in the world. In fact, fashionable clothes are not always expensive, since the ideas of designers are quickly replicated by the mass market. And expensive is not always fashionable: brands like Loro Piana with basic cashmere jumpers for over two thousand dollars exist outside of fashion. Otherwise, like any other product, the price of fashionable clothing is formed from their cost, the markup per company and the store markup. Well, this already includes rent, delivery, employee salaries, and so on).