The beauty of knockoffs ~ Brand Mix

Sunday, September 23, 2007

The beauty of knockoffs

There's an article in this week's New Yorker by James Surowiecki about the fashion industry that makes the case that knockoffs are good for the industry, despite being despised by designers. (I read a review of this article here.)

The argument is that knockoffs don't cannibalize sales of the couture designs since they target a completely separate audience. Knockoffs also help create demand for next year's fashion since they speed up how quickly a new look becomes stale and boring.

This line of thinking is similar to the one I used in an earlier post as I discussed why me-too Private Label products are the friend of branded manufacturers.

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