To implement one of the authors we have studied into a use of support for generational and industry changes for a company to improve their business practices, we can look at Lipovetsky. Lipovetsky distinguishes and determines the democratization of fashion known as the 100 years’ of fashion. Without being able to determine and recognize the history of fashion style and influences you cannot determine the future upcoming fashions. So with Lipovetsky’s sense of history through the Couture ages, a company can utilize his thoughts and theories to help focus on past trends. As fashion is a cycle and repeats itself constantly, it is very important to recognize and use the knowledge of past years, current, and future years.