The article is written with the intention of inculcating marketing knowledge into fashion industry executives. For this reason, the basic ideas were intended to help marketers understand the fragile nature of fashion consumers. Marketers are advised to use developed marketing elements and strategies that can be adopted in the fashion industry to improve the image and promote trust among their customers. Furthermore, the article aligns the basic impression created by the consumer about a certain product. The characteristics of taste and preference determine the choice made on the market. The nature of the product, fashion trend and age group determine the variation in market demand for designer brands. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get Original Essay With the improvement of the global market, the fashion industry is driven to involve its consumers in some events such as concerts, shows, entertainments, retail experiences, and fashion arena. The article convinces companies to invest in developing relationships with consumers. Nurturing business relationships serves as a strategic approach that helps marketers narrow the psychological gap between them and buyers. Bridging this gap is the foundation for fostering customer loyalty, which is critical to cultivating brand image and increasing sales. The article applied the set of marketing techniques focusing on the target market and the policies to be adapted to increase the customer base in the fashion industry. A whirlwind London Fashion Week with Adwoa Aboah The concerns raised by the article are similar to those highlighted by Harilela (2014). It focuses on the recent customer engagement event organized by the London-based fashion brand. Ahmed (2018) tells the story of a fashion designer who was expected to give a powerful speech at the aforementioned event. This speech was supposed to highlight fashion issues revolving around how models should be treated, the importance of diversity and how to support emerging talent for the sustainability of the fashion industry. Ahmed (2018) describes the model as quite unique as she uses the activism approach to support the development of fashion and the need to support designers in their research. One of the marketing ideas that emerge from the article is the use of marketing channels to target a wide range of potential customers. The fashion industry is dynamic and; therefore, innovation is the key to success in any fashion company. Furthermore, the events serve as an advertising platform for different designers to showcase their products and also raise an alarm on the evolution of fashion through organized modeling arenas. Different audience participation groups allow them to express different opinions on what needs to be advanced and embrace the trending fashion in the market. New marketing in fashion e-commerce The article takes a scientific approach to explore the effectiveness of the new fashion marketing approach, which is facilitated by advances in information and communication technologies. Introduces new marketing tools and models in the context of e-commerce. One of the main arguments of the article is that e-commerce has reduced the importance of having stores with a physical presence. It introduces the concept of “online marketing” and illustrates how it has gained importance due to its flexible nature. Digitalization in the fashion industry is based on the new tech-savvy behavior of.