In this month's Ragtrader Magazine, The New Pop's Director Alastair McCann takes a look at new opportunities for digital marketing.

 

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In this month's Ragtrader Magazine, The New Pop's Director Alastair McCann breaks down the new fashion retail game.

The New Pop recently commissioned a study on the five most dangerous trends facing fashion retailers in 2012.  We've realised there are some pretty serious challenges facing fashion retailers currently. 

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Shamefully, there are a lot of similarities between religion and marketing.

The Catholic Church is probably the greatest exponent in modern history of what we now consider consumer marketing.  How do you convince millions of poor people to pay what little money they have to any institution that doesn’t feed their family? In the case of Catholicism, belief that the salvation of their soul depended on it.  In our modern faith-less equivalent, how do you convince millions of poor people to buy the next iPad with money they don’t own? I would say Belief that the product matters to their existence. 

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