Business Services Industry
Retails cash in on student demand for stylish supplies in hip colors.
Knight Ridder/Tribune Business News, August, 2004
By Naomi Aoki, The Boston Globe Knight Ridder/Tribune Business News
Aug. 26--Freshening up age-old categories like pens, folders, and locker locks allows retailers to generate buzz, distinguish themselves from competitors -- and charge more.
This year, back-to-school fashion is all about the supplies.
Everything from pens and notebooks to backpacks and laptop covers comes in a dazzling array of colors and styles. Hot pink, purple plaid, polka dots, and tie-dye patterns abound at office superstores like Staples, Office Depot, and OfficeMax, and at discounters like Target.
Even stodgy old Rhode Island pen maker A.T. Cross Co. is leaping into the bold new world of oh-so-chic school supplies with agendas covered in pink and orange...
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