That's akeyattribute in a teen style landscape that has the masses behind the curve of those on the leading edge, resulting in delayed purchases as kids sort out who's wearing what.
Instead, the agency bonus should be based on akey measurable attribute of the brand, such as awareness or attitude shift that can be chalked up directly to the advertising.
While they have both just celebrated 800 years of scholarly study, the keyattribute Oxford and Cambridge universities share is a fierce pride - and a powerful urge to put one over on their rival.