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Must Read: Why Fashion Can't Quit Smoking, the Art and Music That Inspire Raf Simons

Plus, how to create brand loyalty.

These are the stories making headlines in fashion on Wednesday.

Why can't fashion quit smoking?
Smoking has been on a steady decline for decades, with only 11.9 percent of adults today engaging in the habbit (as opposed to 42 percent in the '60s). So why do scenes like the smoking-in-the-Met-Gala-bathroom still happen so frequently in fashion? "A dangling cigarette still exists as a signifier to danger and delight [in fashion] in a way that has been increasingly abandoned elsewhere," writes Wendy Syfret. {i-D}

The art, music and youth culture that inspire Raf Simons' designs
Raf Simons has deeply impacted youth culture through his clothing — but he's been deeply impacted by it, too. A look at the music (i.e. Kraftwerk) and subcultures (i.e. New Beat) that have shown up in Raf's work shows how far the synergy goes. {Hypebeast}

New study shows that emotion is important for creating brand loyalty
A study published by market research firm Kantar Millward Brown suggests that brands that connect with consumers on an emotional level are more likely to drive sales. It also recommends that "marketers regard the full picture of its consumer — not just her shopping preferences — to inform new initiatives that are emotionally meaningful." {WWD}

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The average American teen reportedly spends $221.26 on a prom dress
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