Fed- erations 2000 Store of the Year award for implementing a host of "Reinvent Strategies" based on its customers changing shopping preferences. With Federateds global sourcing capability, the stores brand represents not so much a place to buy products as a purchas- ing agent for the customer-finding the best mix of brands, prod- ucts, and styles that the customer wants to buy. Included in the brand is the ability to stretch beyond what customers say they want now to something they might not know is available or possible. Thats where the surprise element, the unexpected, comes into play, leading to a moment when the customer may say, "I didnt know about that style or that look, but I like it." Federateds energetic CEO Terry Lundgren explains, "Our Re- invent Strategies focus on how to make both the buying and shop- ping experiences better for our customers. There are times that our customer is going to enter the store, know what shes looking for, and want to get in and out as quickly and efficiently as possible. For those 48 | Br a nd s Th at Roc k     times we simplify her shopping experience, easing her movement through the store with shopping carts, clear signage that looks some- what like street signs, and scanners that show her exactly what the price and savings are on the product she wants buy. But we also want to improve on the social and emotional aspect of shopping that we believe our customers still want to experience. When she wants to spend more time in our stores, weve added things like cafes that serve Starbucks coffee, soothing lighting, different types of music in different departments, flat-screen TVs, and nuances to put some wow back into the shopping experience." The most successful retailers and brands, like legendary rock bands, reflect changes in consumer mood, affecting not only what people relate to and connect with, but also what they buy and consume. Dur- ing times of war, the lyrics and mood of popular songs reflect senti- ments different from those during high-flying times of economic booms. Songs by Peter, Paul, and Mary and Bob Dylan provided unof- ficial anthems during the 1960s, while Cyndi Laupers "Girls Just Wanna Have Fun" reflected the sentiment of society in the carefree 1980s. Few things affect mood more than music. Just as some bands strike a chord with fans when they reflect the societal mood, some find success by creating music to change the mood, providing an escape from the pressures of the real world. Retailers may be victims of consumer mood during times of global conflict and stock melt- down, but they can also be change agents of consumer mood, creat-