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As the companys then-marketing director David Goldman put it, We have better-educated, more discriminating consumers. A 1985 article in Harvard Business Review on the growth of off-price retailers made a similar assertion: Its a mark of status to be able to say I got it on sale, thereby demonstrating that the shopper is discriminating and has avoided paying the usual retail price. As one top Ross executive put it that year, the discount store attracts people who want a bargain and shoppers who need a bargain, a distinction that has been erased over time Just two years after its founding, Ross had expanded so aggressively and was so successful that some were already calling it the retailer of the decade. For all that the 80s championed wealth and ostentation, the real story, when it came to clothes shopping at least, was of a squeezed middle class attempting to maintain its status for less

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