During this section we will discover the importance of clothing and, later, of fashion as communication codes in society. The garments and their combination have constituted, since the origins of culture, a non-verbal language on the identity of the individual, as a letter of introduction to others.  
 
2. The brand: review of the brand concept and the construction of brand personality. The focus of this section is directed towards the brand and towards the strategic processes of brand building. Our interest is