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  1. Marketing myths

Marketing myths

The real action in the west?s mass-market apparel industry is to be found in private brands. And what retailers are looking for is suppliers who understand a particular apparel category but don?t want a direct relationship with consumers. Those who shout loudest are usually wrong believes Mike Flanagan, arguing that the stealthy approach adopted by some of the biggest garment makers might actually make them more competitive in the long term.

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