‘Inaccuracies in e-commerce’, ‘Psychological implications’, ‘Names and gender’, ‘Colours’ impact on brands’ and ‘Cultural Implications’ are key issues of the fashion marketing industry because for all, colour represents an influential factor in consumer behaviour and, thus, should be taken into consideration as an essential element in product design/ creation/implementation. In other words, they can either positively or negatively impact on the consumers’ buying behaviour and attitude (brand loyalty) if not treated accordingly.