Word: cachet
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Dates: during 2000-2009
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...woman on the verge of anorexia, and you visit this site and read the warning, chances are you?re going to see it as a dare. Think of anorexia as the negative marathon of eating disorders: If it were easy, everyone would do it, and then what kind of cachet would it have...
...fact, it was petrol - rationed and costly in late-'50s England - that motivated the old British Motor Corp. (BMC) to develop the first Mini. Its popularity among the minor royals and pop stars in Swinging '60s London gave the Mini cachet; at its peak it was among Britain's best-selling cars. "It was classy because it was classless, stylish because it wasn't styled," says Brian...
...pooling a number of smaller designer names, the theory goes, licensees can take advantage of manufacturing efficiencies and exert more leverage over retailers, leaving individual designers to do what they do best. But in recent years, fashion powers like Gucci, fearful that broad exposure was killing their cachet, have scaled back licensing. Growing a brand without cheapening it, says Liz Claiborne CEO Paul Charron, "can be a delicate balance. Once you go over that cliff, it's almost irretrievable...
Ironically, the most selective colleges, often those that can best afford to give money away, benefit from a kind of Chivas Regal effect, in which buyers are willing to pay for cachet. While Princeton and a few other top colleges continue to limit aid to those in need, their actions are fueling a bidding war among schools eager to win kids away from Princeton--or any other college above them in the perceived pecking order. As a result, observes James Monks of M.I.T.'s Consortium on Financing Higher Education, "financial aid is no longer viewed as a charitable means...
...game gets more exposure, chess is actually becoming hip. Some of the new cachet comes from chess teachers like Mario Leal, 25, who runs the Waco, Texas, Chess Club and has become a local celebrity on TV. "Kids read my name in the paper and think chess is cool," he explains. "And they see other kids playing and think, Hey, they're like...