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The function of these studies is twofold. implicationson fashion industry Firstly, to find out more about women so that products can exploit their desires, strengths and weaknesses more effectively. The tobacco companies use the research to find out about women's political views and to understand wide social implicationson fashion industry trends, so that their marketing effort can ride on the back of social movements. The classic example of this is the Virginia Slims campaign, which was launched in 1968, riding the wave of implicationson fashion industry women's liberation. Secondly, the industry uses the information pro-actively, in order to control and define trends among women, to create needs and desires and to manufacture dreams. In the words of a consultant to Brown and Williamson: "Women smokers appear more driven by lifestyle and image campaigns."16
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