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September 08, 2010 - Image 17

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The Michigan Daily, 2010-09-08

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6B Wednesday, September 8, 2010 // The Statement

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I Wednesay, Sepember 8,2010 //The Statment 3B

BABY CHIC
By his or her first birthday, an infant
can grow to about three times its orig-
inal size. With this drastic change,
many parents find themselves shell-
ing out hundreds for new clothes,
only to have to replace them in a mat-
ter of months.
It was this knowledge that moti-
vated Engineering senior and MPow-
ered member Allen Kim to create
bebaroo.com-a sort of Netflix-style
rental website for baby clothes - with
University alum Luis Calderon. The
website, still in its beta phase, allows
parents to rent baby clothes at up to
80 percent off the full price garment
and then exchange the clothes when
their child outgrows them.
"I figured there's got to be a smart-
er way for parents to clothe their
kids," Kim said.
Like Netflix users renting DVDs,
Bebaroo customers choose a price
plan based on the number of clothing

items they want to be able to rent at
once, anywhere from one to 23 items.
The clothes are then delivered to
their door free of charge. The parents
return the clothes in a pre-paid box
when they are ready for new ones.
Price plans start at $15 a month and
go up to $100 a month.
Moreover, the items parents can
choose from aren't the typical run-
of-the-mill baby clothes. With brands
ranging from Baby Gap and Juicy
Couture to Burberry and Polo Ralph
Lauren, and with over 3,000 differ-
ent items to select from, Bebaroo
customers can dress their children in
clothing that could otherwise be too
expensive for them.
Kim said an integral part of the
business is ensuring cleanliness of
the clothing, an issue he realizes
is extremely important to parents.
Bebaroo follows a cleaning regimen
established by the National Diapers
Association in which all rented gar-

news in review

ments are first washed with scent-
free, die-free, all organic detergent,
and then packaged in hermitically
sealed bags.
While the company is currently in
its pilot-stage, the website has already

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garnered 45,000 page hits and gained
5,000 customers who have been
selected to join as a start-up customer
base while Kim and his team contin-
ue to develop the business,
For his work on Bebaroo, Kim has
been selected as a finalist in Entre-
preneur Magazine's "Entrepre-
neur of 2010" award in the College
Entrepreneur category.
"I'm living up to my dream,"
Kim said. "I always wanted to be an
entrepreneur and this is something
that I started for the first time and
it's going great and customers are
liking it. It's been an amazing, fan-
tastic ride so far."
-BETHANY BIRON
MULTISENSORY ADS
Every Westin Hotel around the
world, from New York to New
Delhi, smells exactly the same.
But the hotel chain's signature
scent - White Tea by Westin - not
only provides a fragrant welcome,
but also acts as a subconscious
marketingploy.
Marketing Prof. Aradhna Krish-
na's research in the burgeoning
field of multisensory marketing
shows that this specific type of
advertising specifically targets
peoples subconscious and may be
more effective than traditional
forms of marketing.
"What sensory marketing does
is it affects people in a more sub-
conscious matter," Krishnassaid.
"Por instance, I've done research
on smell. I've shown that ifa prod-
uct has a very unique smell, than
memory for other aspects of the
product increases."
Krishna has conducted numer-
ous studies on different aspects of

Allen Kim, Bebaroo
founder, came up
with the idea for
the company after
hearing the com-
plaints of parents
over the high price
of hahy clothes.
Photo courtesy of
Allen Kim
multisensory marketing, but, specifi-
cally, a study completed in November
2009 found that scented products
help individuals better remember
details about a product.
"Smell has really strong associa-
tions with memory," EKrishna said.
"Among all the senses smell has a
more direct connection with good
memory. So, if other aspects of infor-
mation get stored along with smell,
than the likelihood of (retaining that
information) is also higher."
Krishna said the study she and her
fellow researchers conducted was
"painstaking." The researchers asked
about 150 collegestudents to study
a brand-name pencil, as well as an
itemized list of 10 features of the pen-
cil. Some of the pencils given to stu-
dents were normal, scentless pencils
while others were doused in a scented
oil.
Two weeks after the initial meet-
ing, the average student couldn't
remember any of the unscented pen-
cil's selling points. However, without
being provided the scent again, the
students remembered about three
details of the scented pencils.
Krishna's research is already being
implemented into the marketplace.
Westin, for example, sells White Tea
scented candles and oil diffusers.
Additionally, Westin hands out scent-
ed pens called Aromawriters for hotel
guests to take home.
"They put the signature scent of
Westin Hotels in the pen, so when
people gohome they can smell the
scent and they remember other
things about Westin hotels," Krishna
said. "So, they are using this research
to say, 'Look if you give scented prod-
ucts for your patrons to take home
they'll remember your hotel better.'"
- YOSSI LICHTERMAN

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0,1 , , 1 1,1,1, 1,1,1,1 11, ,1, 3 4 6 7 8 9101
quotes of the week on the cheap
eI feel happy because I'm unique." tailgating on a college budget
EDWARD NINO HERNANDEZ, after the Guiness Book of World Records named the v.
24-year-old man from Colombia the shortest living man. Hernandez is 27 inches tall.
"Obviously, this is still new and experimental."
DR. MICHAEL MITHOEFER, on implementing his research on using ecstasy to
help individuals suffering from Post Tramautic Stress Disorder after FDA and DEA
officials gave him the go-ahead to commence a study using the drug on former
military service members.
41
"I'd rather see a concert than eat crackers and whatever else I
have in my house."
ROBIN ARNOLD, on her decision to make sure she would be able to attend a
concert and wouldn't be stranded in her home on Nantucket if Hurricane Earl hit PHOTO oY to vOCv
the island. oing to a football game can be expensive. Between purchasing tickets, buying alcohol and
_satisfying those drunk munchies, the cost can quickly exceed the average college student's
budget. So, here are a few tips to help you to enjoy football Saturdays on the cheap.
the rules The first trick isto forego buying season tickets. Instead, about an hour and a half before the
game, go to the biggest fraternity party you can find. March up to a group of girls who look like
they have been dancing a lot, drinking too much and are too cold in their cut-up Michigan shirts
No. 257: No. 258: No. 259: to stand outside in the fall weather If you offer to buy their ticket, chances are they'll be so des-
"It was Welcome It's OK for your Adding your name perateto go home in timeto takea nap before goingto Scorekeepers that night they'll sell them
to you for a quarter of the face value, or just give it to you for free.
Week," is never an ap- parents to help you to multiple Festifall With the abundance of parties going on around Ann Arbor before games, it'sentirelyunnec-
propriate response. move. But staying lists, with no inten- essary to pay for any food or drinks for the entire day. Instead, find a party with a good number of
adults celebrating. A party full of alumni will be filled with good beer and gourmet food. Act like
two nights while you tion of joining the you belong, and they will assume you are someone's kid or someone's kid's friend.
settle in? Nope. group, is all right.
Have advice for life on the cheap? Let us know E-mail onthecheop@umich.edu.
by the numbers cOURTESY OF THE UNIVERSITY OF MICHIGAN ATHLETIC DEPARTMENT
The attendance at the Big House during Saturday's The previous football The percentage of offense during Satur-
. game againstthe Connecticut, makingit the largest attendance record, Ohio day's game that was produced by sopho-
crowd ever to attend a college football game. State at Michigan in 2003. more quarterback Denard Robinson.

Five of the most talked-about stories of the week, ranked in ascending order of actual importance
Actress Lindsay Lohan was released The families of the 33 men The death toll from the tropical Erratic, 45 mph winds caused a A manu
from the Lynwood Correctional trapped in a mine shaft in Chile depression in Guatemala that wildfire to spread rapidly through Channe
Facility and taken directly to a re- recently found that the govern- catalyzed more than 12 land- the three and a half square miles broke in
habilitation facility, where she will ment is censoring their letters slides around the country has around the Colorado foothills, quarters
spend the next 90 days. Lohan was to the men. The men have been reportedly increased to 45 this leading to about 200 evacuated took thr
released Thursday after serving 13 trapped in the mine shaft for more past weekend, homes and the destruction of gunpoin
days of a three month sentence. than a month. some structures. after he

pset with the Discovery
l's environmental policy
to the company's head-
s in Silver Spring, Md. and
ee employees hostage at
t. Police shot the man dead
brandished a handgun.

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