Prof. Hal Hershfield on using fashion to make a statement on technology
February 07, 2013
Excerpt from The New York Times -- "'It’s all about association. If Samsung wants to be perceived as hip, cool and cutting edge, it has to have a partner with the same qualities,' Hal Hershfield, assistant professor of marketing at New York University’s Stern School of Business, said of Samsung’s alliance with Mr. Wang. 'Like Apple, which has a certain image, both Microsoft — with indie bands — and Samsung with fashion are saying that we can play this game, too,' Mr. Hershfield said."