When we are thinking of different styles of clothing, many people have their different forms of what is defined as "cool" to their generation. Cool passes off as companies find out what is the new cool, put their brand on it, and trash it out of coolness through their marketing. Cool from the 70's greatly differs from what we see now, bell bottom jeans being replaced by the now popular yoga pants. However, as shown in Merchants of Cool, marketing has made these brands less and less popular, and only now, are they exploiting and taking advantage of the time they have promoting yoga pants. Once they have been pointed out to the general public, people will continually view the product as less and less cool.
As the fashion choices of people change so do their ideals with them. Within Merchants of Cool, their fashion sense changes as they progress, and people have used up the marketing potential of brands and are forced to hunt for the next cool thing.

Thus, it is easy to see the differing styles that continually change within marketing, and how the definition of cool continually changes.