Two-tier brands for the super trendy

Ben-Zenou, Claudine
February 2004
Brand Strategy;Feb2004, Issue 179, p8
Trade Publication
Reports on the creation of a two-tier approach by global brands with their mainstream brands in an attempt to catch on to the desire for elitism through clothing. Role of clothing and style in expressing people's affiliation to sub-cultures or groups; Key influences in global street culture; Adoption of global brands Pepsi and Nike of the new trend.


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