The finding from our annual Fashion Brand Index that shows an increasing importance of fashion brands in the decision-making and purchasing process supports our claim that brands have never mattered more than they do now.

FORBES: Emotion Is Always In Fashion

In this decision-making process, the consumer usually visits several different sites which have different purposes in the purchasing cycle, using a different set of tools at different stages.

FORBES: What is Holding Back Digital Advertising Adspend in China?