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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.