The Continuum of Cool

How successful brands stay relevant

How can brands overcome this seemingly unbridgeable gulf? What are the commonalities of cool that transcend time and generations and allow a specialty brand to navigate a deeply divided market? How can a specialty brand strategically approach this challenge? To answer these critical questions facing specialty retailers and brands, this study sought to understand how consumers, across generations, define cool, and how these distinct perceptions come into play in the rise and fall of specialty brands in the marketplace.

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