According to MajaStevanovich

News and views on what matters to me: mindfulness, leadership, public relations, marketing, social media, pop culture and every now and then I will surprise you with something else.

The Military Look Hits Mainstream Fashion

Crane New York , a business magazine came out with a very interesting article about military colors and styles being a big hit with some of the top retailers such as Bloomindales, JCrew and others. “Military Madness Takes Retail by Storm” talks about the military look being classic and coming back to fashion often. What I found to be most interesting is the article describing the clothing as more than a fashion statement, rather talking about the psychology behind it; The article referred to this type of clothing as a personal statement, showing what consumers stand for; making a comparison to being in a battle, the article talks about consumers feeling like they are fighting over unemployment, health care and other issues affecting their daily lives.

Any good marketer takes psychographics very seriously and capitalizes on shift in consumer attitudes and current events. It would have been quite the statement if the stores introducing this apparel or the designers themselves partnered with a non-for-profit that benefits military families or those serving and gave them the spotlight for a change. Since the typical JCrew or Bloomingdales costumer most likely doesn’t get much interaction or exposure outside of the news with those serving, that type of partnership would have been a great thing.

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2 comments on “The Military Look Hits Mainstream Fashion

  1. Garry
    April 5, 2010

    Mirror image of the military folks when they wear civilian clothing, 90% don’wanna have to do anything with military inspired clothing. But 99% of recent basic training grads and 18-21 group love AFFLICTION, TAPOUT, UFC inspired clothing though. Just my 2 cents.

  2. Jeanette K.
    April 12, 2010

    Interesting indeed. While blogging about military boots, I’ve been following this trend … and find it all too fascinating. I just wonder what real soldiers think of it. And I definitely agree that aside from the news, the average shopper has little interaction with those who are serving.

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