Can cool resurrect a brand?

Today's Black Friday in the US. It sounds aminous, but it's a retail term for when the P&L turns from red (loss) to black (profit). Yes the sales are on in full force!

Black Friday made me think about all the effort put into creating consumer demand. Look at the craziness in sneakers. Boutique stores now have sway with brands and create their own line of limited edition shoes. One which made me sigh was "legendary American footwear manufacturer" Saucony and Boston's Bodega.

Midtown Remember when you'd see Saucony in the bargain basement in NYC's VIM?! I wouldn't even look at those! So now, suddenly they're all hip from a revamp with "new updated classic crafted with materials including reflective 3M and ballistic nylon contrasted with premium leathers?" Hmmm, I'm listening.

..."retailing for $125 Bodega offers a set of matching apparel (Jacket $85/Cap $35) scheduled to launch Saturday November 8th, 2008 11:00am at Bodega and will be offered as a package for $225 USD while supplies last."

Hhahhahaha. Where's the candid camera?!