The article has been written with the aim of inculcating marketing knowledge among fashion industry leaders. For this reason, the ideas behind it were intended to help marketers understand the fragile nature of consumers in fashion. Marketers are advised to use developed marketing elements and strategies that can be adopted in fashion industries to strengthen the image and foster trust among their customers. Additionally, the article aligns the basic impression created by the consumer about a given product. Taste and preference characteristics determine the choice made in the market. The nature of the product, fashion trend and age group lead to variations in the market demand for designer brands. Say no to plagiarism. Get a tailor-made essay on “Why violent video games should not be banned”? Get an original essay With the improvement in the global market, the fashion industry is required to involve its consumers in certain events such as concerts, shows, entertainment, retail experiences, and fashion. The article persuades companies to invest in developing their relationships with consumers. Nurturing sales relationships is a strategic approach that helps marketers bridge the psychological gap between them and buyers. Bridging this gap is the foundation of customer loyalty, essential to nurturing brand image and increasing sales. The article applied the set of marketing techniques focused on the target market and policies to be adapted in order to increase the customer base in the fashion industry. A Whirling London Fashion Week with Adwoa Aboah The thematic concerns raised by the article are similar to those highlighted. by Harilela (2014). It focuses on the recent customer engagement event hosted by the London-based fashion brand. Ahmed (2018) tells the story of a fashion designer who was scheduled to deliver a powerful speech at the said event. This speech was to highlight fashion issues related to how models should be treated, the importance of diversity and how to support emerging talents for the sustainability of the fashion industry. Ahmed (2018) describes the model as rather unique since she uses the activist approach to defend the development of fashion and the need to support creators in their quest. One of the marketing ideas that stands out in 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 business. Additionally, the events serve as an advertising platform for different designers to showcase their products and raise the alarm about fashion developments through curated modeling arenas. Different public participation groups allow them to give different opinions on what needs to be put forward and adopt fashion trends in the market. New Marketing in Fashion E-Commerce The article takes a scientific approach to explore the effectiveness of the new approach to fashion marketing, which is facilitated by advances in information and communication technologies. It 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 physical store presence. It introduces the concept of "online marketing" and illustrates how it has taken.