1) Fashion is such a highly competitive industry that companies must work hard to position their brands in order to differentiate from competition. Compare two types of fashion products that are well differentiated: accessible luxury fashion vs. fast fashion. Discuss what marketers can do to differentiate one from the other?

2) According to market research on Gen Z and Millennial consumers, most people would appreciate discounts and 39% state that discounts would motivate them to buy luxury fashion items. However, discounting is not the way to gain consumer appreciation of luxury fashion because it reduces the perceived exclusivity of the brand. What are some of the ways to manage these conflicting consumer expectations?