"Retail is notorious for copycat marketing, meaning if somebody is successful at doing this, others will follow quickly," said Marshal Cohen, chief industry analyst at market researcher NPD Group.
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"Women aren't concerned as much anymore about having a complete matchy-matchy outfit," Cohen said. "It's perfectly OK to buy a $9 top and put it with a $20 bottom."
Swimwear: Bold colors, metallics and sporty styles →