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Archive for the ‘Jeans’ Category

I love this story. It supports everything I believe about the power of branding and savvy marketing. When done right, your brand can withstand anything. The folks at Rock & Republic have it down cold. Read their story here:

“Selling $300 Jeans in a Down Economy,” by Stacy Perman for BusinessWeek

What I really love about their story is how they turned away certain retailers (they even said no to Barneys-gasp!), to create a sense of exclusivity, which ultimately supported their brand and created more fanatical lust for their product. Again, pure genius. What decisions will you make to support and pump up your brand?

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