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Starbucks Customers Wear Preferences On Their Sleeve
Starbucks knows its customers have extreme drink preferences. The company also knows that so many coffee-related decisions can be intimidating for the uninitiated. The milk choices alone -- whole, 2%, nonfat, soy, organic, breve, no foam, extra foamy, etc. -- are enough to trip up the uninformed. So Starbucks has created a site that details all of the beverage choices, and is letting latte loyalists design their own branded T-shirts that reflect their unique drink preferences.
At www.starbucks.com, enthusiasts can pick and choose various drink elements, as well as icons designed by "Project Runway" cast member Mychael Knight, to individualize their T-shirts -- in much the same way that they can personalize their favorite Starbucks beverage. Of course, the T-shirts are free of charge (including shipping costs!), and Starbucks gets to clothe eager fans in custom-made, word-of-mouth-worthy gear.