A plan by Chipotle (CMG -0.9%) to move into becoming a lifestyle brand smacks of desperation to...

|About: Chipotle Mexican Grill, Inc. (CMG)|By:, SA News Editor

A plan by Chipotle (CMG -0.9%) to move into becoming a lifestyle brand smacks of desperation to some caustic retail analysts. Though the company wants to create brand loyalty through a line of items that will try to mimic the success of Harley-Davidson's foray into clothing, the question of whether or not sustainability hoodies is really a category that will pump up significant revenue is a pretty good one.