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Just Say No - Brand Loyalty - Consumer Marketing
- Article from:
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Fast Company
- Article date:
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December 1, 2007
- Author:
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Recently, Isaac Mizrahi had some choice words for those who look down on him for creating an apparel line for the big-box retail chain Target. Such critics aren't merely snobs, he declared, they are "brand racists." Well, that seems a bit much. For one thing, Mizrahi's once moribund couture business was basically resurrected by his association with Target and the attendant buzz. For another, the implication that status is still organized in a strict top-to-bottom hierarchy seems a little out of touch with the more chaotic marketplace of today, where the right limited-edition sneakers bestow more prestige in the eyes of some consumers than any self-styled "luxury" ever could. That said, it's ...