That campaign was all about the smaller guy competing with the big boys. That's what Sears tried to do (against discount department stores such as Target, Costco and Kohl's) and failed.
More Quotes from Marshal Cohen:
Consumers are looking to be able to feel good again. Many lost their valuable luxury products that have an emotional connection. You can't replace your grandmother's earrings but you can find something comparable.Marshal Cohen
The biggest surprise to me has been this absence of urgency on the part of consumers. I've been doing this for a long time. Other than in 2001, I haven't seen such a lackluster tone during the holidays.
Marshal Cohen
Women are more willing to pay more for a product, they are more brand conscious, but less brand loyal. And who are you marketing a bang-bang, shoot-shoot movie to If the woman is choosing the theater and where to sit and what to watch on TV, well, you need to think about that.
Marshal Cohen
You have to remember that low-income consumers really took a hit in 2005. A lot of them maxed out their credit cards at the beginning of the season and then got their winter energy bills. That probably left them with an absence of cash and discretionary spending later on.
Marshal Cohen
The hurricane will have a far-reaching impact on the tourism business. And New Orleans is all about tourism. It's based on tourism. It will take at least six months before we see any signs of recovery on that front, if not more.
Marshal Cohen
The fashion wardrobe for teens and young adults today is focused on trendy shoes. Footwear is the signature piece, especially in the urban markets, that these consumers are using to express who they are.
Marshal Cohen
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