To enhance public popularity, brands often follow trends and attempt to make one. With fashionable items that keep up to date with the preferences of consumers of various age groups, brands survive and prosper. For instance, the popularity of skinny jeans, high-top shoes has seen brands adapt to the changing fashion and modifying their styles to suit the taste of many. Hence, companies invest in billions of dollars for a brand, for once it succeeds, a brand would rake in huge sums of money and would be able to last for decades. Though it needs large investments and research, the return cost–if there is any–would be invaluable.


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