90 ordspråk av Marshal Cohen

Marshal Cohen

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This is about movement toward solidifying their base, trying to justify the expansion of the international sector.

Sports footwear usually is also the first place urban consumers will spend money to endorse a celebrity. As we've already seen, people will pay over $100 for the G-Unit or an S-Carter Reebok if it creates the right image for them.

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.

Everybody is coming with a road map. They have their circulars, downloaded coupons. It's definitely a race in the first few hours to get the hot products at the best price.

I think the Adidas-Reebok deal is more product and marketing driven than it is price driven.

Like Nike, Adidas also needed a better fashion fit and Reebok provides that.

It's really about back to basics, buying at chains like Home Depot and Lowe's. The mass merchants are reaping the benefits in a big way because it's one-stop shopping.

Kids are not interested in taking their summer vacation to start thinking about back-to-school wardrobes, supplies and book bags.

Two years ago, consumers were buying expensive denim and a lot of pairs. This year they're buying that one - maybe two - signature perfect pair. And then they're complementing it with less expensive pairs.

If you do it every season, it becomes expected. And the minute it becomes expected, it's no longer cultural or countercultural. This is about innovation, lifestyle and attitude. And if you are conforming to the norms of the industry, you have lost your personality and individuality.

We saw the runway shows start to change as recently as a few years ago. First, designers became avant-garde and did things that were really out there to try to get the media to cover.

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.

Best Buy is the new Home Depot. In the '90s, I went to Home Depot once a week looking for home improvements. Now I go to Best Buy every week looking for the latest gadgets.

Until they're able to prove that consumers are going to respond to the changes, the Street is very nervous. It's a very big undertaking to convince the country that a national Macy's is better than regional department stores.

The consumer has already embraced Target as a fashion resource. Target's growth now is getting that higher-fashion consumer, the one who wants to be the first on the block with a trend.

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