By  on July 29, 2009

The marketing message is getting personal for fall.


In a harsh mediascape marked by sharp advertising budget cuts and play-it-safe campaigns hawking discounts, change is stirring among fashion marketers. They are making appeals to the individual rather than the masses, reversing the pattern of the past 50 years. They are focusing locally and leveraging lower-cost platforms such as store settings and the Internet to reach their most passionate customers. And they are tapping into the public’s desire to escape day-to-day drudgery in the recession and indulge in fantasies — signaled by the rising popularity of vampires, video gaming and some big-budget movies, among other things.

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