Marshall Cohen
Marshall Cohen
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There are all kinds of products out there that many people just don't know exist.
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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.
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Imagine going into Kmart and buying a Sears Craftsman tool set, or buying Kmart's Martha Stewart home products at Sears. To Kmart shoppers, Lands' End may not mean anything, but now it will.
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Last year was a clear indication of where the consumer is heading for 2006. Today's consumer enjoys splurging on higher-end products now and then, but their quest for value still remains.
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I've seen denim that doesn't get wet, clothes that change color based on exposure to sunlight, even clothes with sun protection built into it. These new-age type products are generally more expensive. The challenge for retailers also will be to get consumers to believe that they work.
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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.
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There are a lot of things that lead towards creating a more harmonious environment. Now the challenge is, can they survive in this new market?
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This will be a concept that will change the way we look at retail next year. There is no question about it.
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This year, it is more about stores' trying to manage their business, their inventories and markdowns. They're also recognizing a second holiday season, which begins December 26.
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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.
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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.
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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.
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What happened was the retailers got so infatuated with the young consumer, they ignored their core customer, who is the 35-plus customer.
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What creates fashion purchases is dramatic changes, black to white, short to long.