Key Elements:
- Kids will pay to fit in.
- Nike and Tommy Hilfiger became cool by buying into the Hip Hop Scene.
- Bro-ing
- Brand Identity - A certain brand that identifies itself to a certain lifestyle, culture.
- Everything is made up of lifesyles. Go with or without the mainstream
- Companies can only rely on cool, which are young people. So they got young people hired in the company
- Kids only buy brands,
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