Editing Perception management (section)

==Fashion and design==
Perception management is a robust component in the [[fashion industry]]. Fashion stylists are responsible for providing perception management in the branding of products, and in creating the public persona of both individuals, businesses, and brands, through means of wardrobe, appearance, and communication skills.<ref>Miller, Susan W. Fashion Stylist. August 18, 2006.</ref> As with any product, perception management influences purchasing decisions. According to one analyst, "In the external environment, the offerings of competitors, with which a customer compares a product or service will change, thus altering his perception of the best offer around. Another point is that the public opinion towards certain issues can change. This effect can reach from [[fashion trend]]s to the public expectation of good corporate citizenship." Other effects of perception management in fashion include that "a commonplace strategy to circumvent the loss of exclusivity associated with high [[market share]] is to leverage the brand by introducing new related brands. This is very efficient with fragrances or fashion brands."<ref>Dagmar Recklies, "Understanding and Managing Customer Perception", University Press, July 2006.</ref>