The overarching aim of this paper is to show how a marketing perspective, together with an analysis of dressing and clothes on groups in our society, can help to explain such tangible issues as the recidivism sequence for criminals, this being an important factor for the crime rate in western countries. The problem is visualized in two ways: firstly though statistics from The Swedish Crime Survey, 2015, and secondly by in-depth description of systems of dressing and deporting of oneself—one’s demeanor—complemented with interviews with criminals showing how the identity is drifting into the form of authenticity, which is elaborated as a marketing communication problem in this paper. The analysis is based on a marketing communication perspective in conjunction with individual and group authenticity issues. In sum, it is about the individual recidivism in getting the authenticity of criminality. This means that the identity is visibly anchoring itself in the form of a criminal authenticity. The study boils down to a statement, which can be coined “The longer a person is in prison, the greater the probability of recidivism into criminal activity for that same person.” The conclusion is that we cannot-paradoxically, as it may seem-cure the recidivism problem in the world of criminals since one cannot change an authenticity-authentic identity-well anchored through personal outfits, thus communicating to the society at large. Finally, we provide reasons why the correctional institutions still have great difficulties to bring down the criminal recidivism rate.

This study illuminates the inherent difficulty to manage creativity in fashion design as well as the innovation capabilities in an entire fashion firm. The paper is elaborating creative capabilities in fashion extended to the entire supply chain. In addition to manufacturers and retailers the supply chain also includes transporters, warehouses, stores, and even customers themselves. Within each stage includes all parts needed to get and satisfy customer requirements. This research is based on data from two of the most rapid growing and profit increasing fashion brands in Sweden, which are Cheap Monday and Acne Studios. The analysis has three starting points and definitions. i.e. fashion design, creativity and innovation. The results show that creative capabilities have to been spread out in the entire supply chain to be an efficient component in the building and managing an innovative firm such as it is the case in the fashion industry.