While in most product categories we can find icon products and  brands (Rolex, Mini, Caterpillar, Coca Cola) in fashion we can identify Style Icons. Style Icons are different from Icon Brands because:

• They refer to values of elegance, status and clothing styles that have higher volatility and sensitivity to changes in customs and tastes;

• They are particularly influenced by the processes of “viral” diffusion – they have cycles of adoption, development, success and decline that are much faster than for other types of brands, especially the Icons that are timeless.

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