ABSTRACT
Marketing is the window on the label or the brand. Simply put, it is a company's opportunity to show their product; to communicate their brand story and engage the outside world. Branding has become a discipline; and a large percentage of the fashion marketer's role, with brand management being shared with corporate communications. This chapter addresses specific ethical issues: exclusion versus inclusion in fashion marketing, for the customers, and the workforce. Fashion has not always been about the young. With the growth of the cultural concept of teenagers in the late 1950s, came clothes that were not copies of those worn by their parents. The financial importance of the grey/gray market has largely been overlooked. Sizeism is the exclusion of people and models, because of supposed limitations relating to their size. It is noteworthy that the tenor of the discussion around the use of larger sized models often relates to their sexualisation.
