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Much has been made about marketers’ attempts to reach millennials. This group, probably more so than others, is fragmented by all of the media options at their fingertips. They’re struggling right now with an economy that has made some of the traditional milestones, like buying a house, out of reach. And they have a different set of criteria to determine what’s valuable enough to spend money on.
Learning more about their lives and how they’re managing the obstacles they face is the first step to reaching them with a message that makes sense. Continuing with stereotypes — lazy, entitled, narcissistic, etc — will not.
The Audacity of Taupe pic.twitter.com/3EC7NN0By8
— Jared Keller (@jaredbkeller) August 28, 2014
President Obama took to the podium during a press conference yesterday to talk about world issues: ISIS and the tension in Ukraine. And while we’re all, of course, interested in these important topics, the country was also obsessed with the president’s tan suit. A lot of people were not impressed. Read more
This weekend, everyone is ready to get their grill on and enjoy the extended weekend to commemorate Labor Day.
This day is usually celebrated in the company of a body of water, a gaggle of friends, and a trough of adult beverages (none of whom are certain as to why they have the day off). The most prescient reminder that we don’t have to go into the office is the “closed” sign in the window of our local bank.
The problem is that the day was not created for a telethon or an excursion to the beach, but rather to celebrate the true laborers in this country way back in 1882.
The day was created to recognize the little man — the person who worked 10 to 12 hours each day, received very little pay, lived with an extremely compromised quality of life and never received anything in the way of thanks for a day of hard labor.
Can you blame them, really?
Yet some attorneys call the move “shameful”, comparing it to last year’s attempt to trademark the phrase “Boston Strong” in the wake of the bombing that shook that city.
Everyone from Mark Zuckerberg to Anna Wintour, a robot and a smartphone poured water over themselves for advocacy this summer. Pamela Anderson and several big fashion names even sparked some ethics debates by co-opting the meme for their own purposes.
But this move undermines the campaign.
Thanks to changing tastes of the teen demographic and the landslide of bad press the company has received over the past year, the Abercrombie & Fitch brand no longer wields the same power it once did. With sales continuing to flounder, the clothing retailer has decided to abandon its time-honored tradition of plastering its name and logo on virtually every piece of attire it sells, effectively robbing rich frat boy types of their identities.
“In the spring season, we are looking to take the North American logo business to practically nothing,” Mark Jeffries, CEO of A&F told investors on a conference call. And in a note to investors Thursday, Richard Jaffe, an analyst at Stifel Nicolaus, noted that “it’s taking time to win back customers.” But he believes that the merchandise changes are “gaining traction.”
While much of the brand’s weakening can likely be attributed to the recent Abercrombie-only-wants-pretty-and-cool-kids-wearing-their-clothes controversy, this branding shift is also about keeping up with the changing preferences of teens, who are more interested in standing out as individuals (while all wearing the same trendy top from H&M or Forever 21) than fitting in under a universally-recognized logo. Read more
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