Maybe you won't, but I had to laugh a little at the quotes in this video about the $500 jeans business, such as "It's hard core, dude...."
However I'll NOT laugh at the money in this industry. Consider the True Religion (TRLG) brand, which found its way to the public markets via a reverse merger with a mining company back in 2003. It's an example of owners with a vision that they stuck to:
"Today's customer is about the product," Lubell said in a March 17, 2005 interview with WWD. "It's not about the price point. If you want to buy a price point, you go to Wal-Mart and Target."
The company is now valued at about $745million, and did $311million in sales last year. Had you bought shares upon the reverse merger, you would have beaten the S&P500 16times over since Fall 2003...
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