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The reactions to the ModCloth and Bonobos deals showed that fans of the brands felt there was a deep cultural divide between themselves and Walmart. Both brands had built their customer bases by doing things differently than others in the market. ModCloth thrived by dressing women of all sizes  in funky, retro-ish dresses. Bonobos flourished by  making a better-fitting pair of men’s pants , and then bringing that same approach to other items. In the greater retail landscape, they were indie labels, and they succeeded


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