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The more youthful brands have more fashionable and upbeat associations due to their fast-paced movement with trends, and targeted offering for younger, style-conscious consumers. The strongest image of these brands is among women under 25. New Look’s image is stronger in the Midlands and C2DEs, while Zara, Topshop/Topman and H&M have a stronger image among Londoners and ABC1s.
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