Word: faddishness
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...while keeping its followers in clogs will be vital, broadening Crocs' appeal through a range of different styles is no less important. Take Swatch. The Swiss firm made its name flogging bold, plastic wristwatches in the 1980s. "Like Crocs, Swatch was very faddish, slightly gaudy, plastic and cheap," says Rita Clifton, chairman of global brand consultancy Interbrand in London. When fashions changed, Swatch faced a similar challenge: How could it build on that early success and appeal to a wider market? It now offers a range of metal, plastic and even Tiffany watches. "They've meta-morphed their brand over...
...reassuring that companies are responding to shoppers’ scruples. Though faddish and flat, lifestyle branding need not be condemned. We can continue to shop for whatever quasi-moral brand reflects our values, without imbuing the experience with undue significance. We wouldn’t want to mistake the checkout line for the road to virtue...
...many cases, the new system simply embraces already popular, even faddish subjects and elevates them into requirements. “Reason and Faith”-type courses for example, should certainly be an option in whatever comes to replace the Moral Reasoning requirement. But to require it as a field in its own right simply because religious conflict abroad and religiosity at home are on the rise makes general education more beholden to the news ticker than the essential components of knowledge...
Like every other kind of media, publishing is faddish. The rapper 50 Cent recently started an imprint. Vibe magazine, in conjunction with Kensington Publishing, followed suit. The expansion has left some of its authors ambivalent. "In the beginning it was about a need to express ourselves on a greater plane," says K'wan. "But now it's such a money thing. It affects how the genre is perceived by the public, and it affects authors coming in. They look at this like it's Hollywood. They don't understand that to endure this game, you have to love this game...
Fans insist that there's nothing faddish about those wines. Joe Dressner, a New York City--based importer specializing in natural wines (or, as he likes to call them, "real wines"), says people buy his wines because they like what is in the bottle. "It's a sensory preference, which prefers nature to technology. This is not about being a purist. We simply feel the wines taste better...