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As regular followers of Japanese fashion can attest, the industry can be seen as somewhat flirtatious, dallying with new debutantes, another sister brand, another collaboration, another short-term “limited shop” or another retail concept that makes the news but doesn’t really change the game.

It is tempting to focus on the frippery, even if we are aware that the clothes we deck ourselves in are on a fundamental level more similar than different as we drift from season to season. So why not take a moment to meditate on the retail and marketing concepts that have subtly changed our relationship with fashion?

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