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If a brand name is pumped up, heavily advertised, then customers will buy, with no regard to the product. They do it because it is fashionable. There are those who think they are miseralbe peasants unless they have a Gucci wallet or a pair of Prada shoes. And an Armani jacket, I should add. There are trends. And this is one of the reasons why I am so profoundly frustrated.

— Armani on trend followers  

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