Word: wetness
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...particularly instructive Sesame Street episode, Bert and Ernie find themselves confronted with rain leaking through a hole in the roof. They lament that it is impossible to go out and fix the roof while it's still raining. Thus, they continue to get wet. When the weather finally clears, though, they decide not to bother fixing the roof, reasoning that you don't need a good roof as long as it's not raining...
...four straight hours," Buxeda says. "We tried to improvise but gave up after having to stop 10 times when our [plastic bag taped to the window] kept peeling off. And I was afraid that we would get struck by lightning, but all that happened was that we got extremely wet...
...WET SEAL Americans bore easily, and few know this better than Ken Chilvers, president of the Wet Seal. This hip California-based chain of 97 clothing stores has branched into sun-filled states such as Hawaii, Arizona and Florida. Revenues, $107 million last year, have climbed 972% since 1985, when the 17-store Seal was awash in debt. Last year it went public with a $37 million stock offering...
...Wet Seal stores are large and dramatic (3,900 sq. ft. on average), and the merchandise is displayed all the way up to the ceiling on high-tech impressionistic wire mannequins bathed in track lighting. Tops, pants, shorts and jackets are often clustered in the same spot for customers who can't match clothes on their own. Many stores also boast a 25-screen video wall from which computer-controlled rock videos play perpetually. By using computers, boasts marketing director Lesly Martin, "our buyers were actually able to track the day neon beachwear died." Radical...
...NATURE CO. This is the neo-naturalist's answer to wet seals. No rock videos here, though. Enter these stores and you're more likely to hear the babbling of a brook or the haunting song of a whale, sniff the fragrance of freshly brewed chamomile tea or gaze through dappled lighting meant to resemble sunlight in a forest. "People come in and say, 'Ahhh!'," says Anita Treash, the company's marketing director...