Porter's Diamond of National Advantage

• Factor conditions. In this industry main factor conditions for the firm are: human resources (marketing team, creative team, designer), infrastructure (network of shops) and capital resources required to afford advertizing campaigns. 
• Demand conditions. Under the influence of the supporting industries customers become more sophisticated and willing to have new trends in the industry, they need this changes and this changes drive creativity and innovation.
• Related and supporting industries. Media industry is the most important supporting and related industry, especially fashion media industry. It has the power to drive the fashion market influencing customers’ behavior and attitudes, so company has to innovate, to create new collections and so on.
• Firm strategy, structure and rivalry. Rivalry is fierce. It also forces companies to innovate, to create their own style and thus differentiate themselves from other players in the market.
• Government. The only way how government may influence firm’s activity is the regulation in public sphere. For example, some advertizing banners of the Apparel were banned because of its sexual context.
• Chance events. The main uncertainty is people’s preferences. Despite the fact that fashion magazines try to influence it, sometimes people behave themselves in different ways and prefer another product.