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Excerpt from NPR -- "'It was truly remarkable how much more effect Mrs. Obama had on the commercial fashion industry that almost any other celebrity you could find in any other commercial setting,' Yermack says. And it wasn't just a freak blip on the graph: 'This would be a very permanent thing,' Yermack emphasized. 'The stocks would not go down the next day. So to put a number on it for just a generic company at a routine event, it was worth about $38 million to have Mrs. Obama wear your clothes.'"

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