Must Read: How Brands Are Bringing Customers Back, What’s Going on at Something Navy?

These are the stories making headlines in fashion on Friday.

How brands are bringing customers back for more
With the current over-saturated fashion and beauty market, brands are prioritizing and investing in making existing customers return for more sales, rather than finding new customers altogether, Business of Fashion reports. This strategy involves making the shopper feel like they are a part of the brand and creating a mutual loyalty — whether that’s through sending more discount codes or creating shopping communities and reward systems. Business of Fashion