TITLE

Two-tier brands for the super trendy

AUTHOR(S)
Ben-Zenou, Claudine
PUB. DATE
February 2004
SOURCE
Brand Strategy;Feb2004, Issue 179, p8
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
12283826

 

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