Wednesday, May 21, 2008

Outlet backlash

Many, if not most, consumers are unaware of the structure of outlet shopping (no longer seconds, price discrimination vehicle, illusory discount - they are simply lower tier lines and effectively are brand extensions). But when they are educated (perhaps by a segment on Oprah), I suspect there will be a real backlash that will have real effects on brands that have most cynically used outlets. Short those brands when the Oprah segment runs.

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