Gap is a brand that has stayed alive for years, I see gap clothes in thrift stores all the time, they are usually really durable and hold up to the test of time. They are trying to become iconic again by announcing a “10-year partnership with creative entrepreneur and rapper Kanye West and his distinctive fashion line, Yeezy, with the intention of creating a line of products appropriately named ‘Yeezy Gap’”. The New York Times said that “Yeezy’s design studio, under Mr. West’s creative direction, plans to create “modern, elevated basics for men, women and kids at accessible price points.” Mr. West’s “design vision” will extend to how the line will be showcased in Gap’s stores and online.” We shall see how this pans out, Kanye is a very interesting person, and everyone has different opinions on him, so who knows who the audience for buying his clothes are.
https://www.cnn.com/2020/07/20/business/kanye-west-gap-stock/index.html
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In 2020, marketers will have to constantly rewrite their own strategies for reacting to incidents from positive COVID-19 tests to socially divisive protests. They will need to adjust their marketing strategies if they are going to conduct successful campaigns. Brands must be responsive to the concerns of the players they work with, letting them take the lead on what messages they want to emphasize to the public. In other words, brands need to let the athletes speak instead of pushing their agendas for them, the power is in the hands of the people, but can the big brands give up their agendas? prweek says that, “The NFL’s core fanbase is not as liberal as the NBA, but it’s not as conservative as NASCAR,” she says. “It’s somewhere in the middle, and ratings will be a key indicator of how [protests are] received and how the NFL will be able to push through this Tension.” https://deadline.com/2020/09/nfl-sunday-social-activism-several-teams-scramble-when-national-anthem-plays-1234580456/ https://www.usatoday.com/story/sports/nfl/columnist/bell/2020/09/19/nfl-protest-anthem-stage-football/5824880002/ The U.S. Travel Association came up with the “Let’s Go There” campaign that aims to inspire Americans to “make plans to travel”. Their campaign they are launching encourages Americans to plan to travel in the future even though COVID is still very well a threat. Their video campaign says to “aim for the horizon”, and encourages people to book a flight or plan a trip now. I think this is a smart campaign because we all miss traveling and getting to go to exciting places. They do a good job being vague so you can really picture yourself traveling where you want to go. Their page also has resources for travel destinations to try and get tourists to want to travel there. The CDC has guidelines on their website if you plan on traveling, and how traveling increases your chances of catching COVID. Overall it’s a good campaign, but I am not sure how well it will work because people are scared to travel right now due to COVID. https://www.mayoclinic.org/diseases-conditions/coronavirus/in-depth/coronavirus-safe-travel-advice/art-20486965 https://www.who.int/emergencies/diseases/novel-coronavirus-2019/travel-advice I was surprised when I read that sports fans are more likely to support BLM, because I associate sports watchers with an older demographic. Because it is a demographic that seems highly conservative, but it makes sense that the younger sports watchers support BLM. Brands definitely should be outspoken about their values, and they should use their platform for good weather its making a statement on political, social, or racial issues. Brands who are socially involved are more likely to catch my eye, because they show they care. Vicki Brakl says in “Be Direct, Be Outspoken, Be Consistent: Why Brand Authenticity Matters”, that, “Being clear about brand values, and consistent in acting on them, should be at the heart of building any brand. Being transparent about why you do what you do is how brands build a customer base”. When brands are transparent they are more trustworthy and gain my respect and in the end, my dollar.
Ena Karabelas wrote a blog post about outspoken brands and said that , “The age of political correctness is over, the age of the outspoken brands is here.” She ended her blog post with, “Today, brands have to decide – are they pro or against? Finally, the ultimate marketer’s dream is achieved – brands are just like people.” Overall, we can all agree that brands who speak out about current issues, and who are more humanized, have our respect. https://outspokenmedia.com/branding/dear-brands-be-edgy-without-being-an-idiot/ |
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