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Options. Explore customized choices for a more personal and cost-effective promotion. “We try to give everybody the most bang for their buck and [as many] customized options as possible,” Amsterdam said.
Perceived value. When it comes to flip-flops in particular, “Sometimes people see them as a shower shoe,” Amsterdam maintained. He noted that quality materials (see “R”) and added extras (see “L”) help keep end-users focused on quality as opposed to price.
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Christen Gruebel
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