The video recognizes that the best way to sell clothing is to move beyond fashion into branding and licensing. The video explores modern merchandising strategies. Learn that even the simple act of buying a t-shirt is part of a complex chain of decisions. Discover how branding might spell the "end of fashion." Learn why the designer Armani observed, "It is no longer fashion that matters, but rather the fashion NAME. The product is secondary." Viewers observe the difference between the garment industry and the fashion business and also learn how the Internet could introduce the era of "mass customization."