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100 THINGS TO WATCH IN JWT: 100 Things to Watch in 2011

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100 THINGS TO WATCH IN 2011No. 85 Storied Products Consumers are increasingly looking for a personal connection to brands, and we’ll see more brands playing up the people and stories behind the products—whether it’s a focus on small-business owners, the people who produce the ingredients or everyday employees. Tokyo’s Pass the Baton sells vintage clothing, jewelry and housewares, along with the stories behind them or a profile of the creator. And Boticca, a London-based e-commerce site for accessories, uses the tagline “I’d rather wear a unique story.”Photo credit: Loren Javier | Back to 100 |

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