Consumer Decision Making - Rocawear

Rocawear is a clothing line started by Shawn Carter (Jay-Z) and Damon Dash. This international company sells in the UK, Japan, Canada, Europe, Korea, Middle East, and Russia. The company itself states that they sell to the "young and hip consumer". This company is well known since it's start ten years ago probably because of its owner Jay-Z. He is an opinion leader that has great influence of young people such as urban teenagers and people who listen to hip-hop. Since his name is known to these consumers, it would be easy for Rocawear to market to the urban areas. In 2007, new clothing was released that was targeted to yound men who didn't wear hip-hop attire, consisting of polo shirts, jackets and certain jean styles - along with shrinking the giant logo and the baggy clothes. Rocawear is expanding their market using name recognition and continues to be a successful company despite economic times.