Instead of dark tone-themed caps, New Era has gone with the bright side of life (summer!) with light blue, green, yellow, and purple.
These hats have flavor, flash and finesse.
Implications - Fashionable consumers wish to stand apart from the crowd and express their unique tastes rather than conforming to them. These customers desire styles that are of limited quantity so that they are unique, and that boast bold and atypical designs.