In 1968, three researchers came up with a model that became the industry standard for marketers trying to understand how consumers buy. And for decades, it was fairly accurate. In today’s world it’s not. In this interview, Brandon Roe and Michael Solomon, authors of the bestselling Why Fashion Brands Die, talk about the new model fashion brands need to follow if they want to sell more effectively to their current and future customers.

• The key factor that has made the old buying process model obsolete
• A look into the way consumers – especially younger digital native consumers – actually buy
• A big opportunity for brands looking to increase profits generated per customer