19 Monday Dec 2022
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Manolo Blahnik and Birkenstock may seem, at first glance, like they serve opposite segments of the broader high-end shoe market. …
17 Friday Sep 2021
Vroom vroom! Moving from sports cars to sportswear, the legendary automotive brand Ferrari has introduced itself anew as a fashion …
04 Tuesday May 2021
Posted in Chapter 10: Marketing Research
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Peter Drucker once famously proclaimed that, “if you can’t measure it, you can’t improve it.” Embracing that notion, The New …
07 Thursday Feb 2019
Posted in Chapter 06: Consumer Behavior
Modern political conversations are difficult, fraught, and intense. But they also are nearly ubiquitous, such that today’s consumers rarely leave …
25 Friday Jan 2019
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It seems like it shouldn’t be a hard lesson for companies to learn: Don’t be racist, whether in international advertising …
04 Tuesday Dec 2018
Conventional licensing agreements usually involve a brand granting the rights to its popular image or features to a manufacturer. Disney …
02 Friday Nov 2018
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The fashion brand J.Crew has gone through several iterations. After starting off as the place to find preppy wardrobe basics, …
01 Thursday Oct 2015
Posted in Chapter 06: Consumer Behavior
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Considering that users rely on Google to provide them with information about virtually any topic, it should come as no …
11 Thursday Jun 2015
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Hippies wear them. Rebels, dropouts from conventional consumerism, flower children—all images traditionally associated with Birkenstocks, the clunky, cork-soled sandals that …
17 Friday Oct 2014
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Among young consumers, the primary method to express individuality, status, and a fashionable image has long been through clothing. They …
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