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W+K’s Marcus Collins on culture's influence on what and why we buy
On Strategy Showcase
Beats by Dre Headphones
In 2017, Beats by Dre owned 46% of the headphone category in the United States. Perry: I wear Beats by Dre headphones because this isn't about my identity. He says just like my outfit signals who I am in the world and where I sit in the social stratosphere, a consumer product signals about something about who I am that demands a premium.
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