# Prof. Hal Hershfield on using fashion to make a statement on technology

1 Faculty News February 7, 2013 ![The New York Times Logo](/sites/default/files/styles/246w/public/assets/images/uat_027320.jpg?itok=W8xBr66g)>

Excerpt from [The New York Times](http://www.nytimes.com/2013/02/08/business/media/using-fashion-to-make-a-statement-on-technology.html?_r=1&) -- "'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](http://www.stern.nyu.edu/faculty/bio/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."

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