12. THE SPACE OF FASHION SHAPES THE CONSUMER
CULTURE BECAUSE IT DETERMINES THE WAY WE
CONNECT IN OUR WORLD TO PRODUCE OUR
INDIVIDUAL EXPRESSION AND STYLE.
14. CREATE A BLUE OCEAN: SEARCH FOR GENUINE
AUTHENTICITY. DECONSTRUCT THE TAGLINE, THE LOGO, THE
ADMIRED STARS, HEROES AND SLOGANS, AND NOW LOOK
BEYOND THE SOCIAL IMAGINARY AND CREATE AUTHENTICITY.