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As well as spending billions on advertising campaigns, the brands sought out celebrity patrons, injecting huge sums into sports and music in return for endorsements.
Laidback designs mixed with quality materials have made Scandinavian brands sought after by men wanting both to look good and to buy something that will last.
Hartmarx, the 120-year-old maker of Hickey Freeman and Hart Schaffner Marx brands, sought Chapter 11 protection Jan . 23amid a group of retail industry bankruptcies brought on by tight credit, rising unemployment and the recession.
He said sales of womenswear were growing even faster than the 10%-plus seen across the group's sports chains as major brands sought to cash in on the catwalk-led trend for "athleisure" clothing.
Last September, the fashion magazine Teen Vogue worked with Goldman Sachs in a survey of young women ages 13 to 29 to come up with a list of the most popular brands sought by the cohort.
The bold, brightly colored posters, promoting weekly specials on beer and liquor brands, sought to appeal to potential customers, particularly men 21 to 25, with wry humor that mocked traditional spirits ads and humble production values meant to underscore their homemade origins.
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Branded content and experiential marketing are primary ways brands seek to connect with multicultural audiences.
This counter-cultural cool is why brands seeking to gain an edge are chucking money at the sport.
Speaking from Ibiza, Aoki says brands seeking credibility have always targeted musical cultures with "authenticity", and EDM is no different.
But how is this going over with the Chinese government, which has been known to create barriers for foreign brands seeking to sell directly to Chinese consumers?
Fruit of the Loom joins a lengthy list of venerable brands seeking to cultivate more contemporary images among consumers while retaining the affections of longtime customers.
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