Brands, artists and organizations imbue apparel with powerful charged messages
Implications - While politically themed apparel isn't anything new, it's been showing up more frequently in places one previously might not have expected. Given the visibility of politics from all angle in the social media age, it's not much of a surprise that brands, artists and organizations alike have felt the need to share their views. Not only has this increased the variety of apparel of this nature and the availability of it, but it illustrates how a dialogue between consumers and brands has grown more personal.
Workshop Question - Does your company vocalize a stance on any political issues? If so, what are the advantages and disadvantages therein? Ask the same questions if you are not vocal.
Trend Themes
1. Political Apparel - Political-themed apparel is getting more prominent and diverse as brands, artists, and organizations are imbuing apparel with powerful messages; possible disruptive innovation opportunities include innovative designs and messaging strategies, partnership with charities as well as political campaigns.
2. Socially Conscious Streetwear - Vintage-inspired streetwear infused with social messages are gaining popularity, providing not only a fashion statement, but also empowering consumers to make a statement by wearing it; possible disruptive innovation opportunities include incorporating sustainable materials and techniques, creating more meaningful designs and messaging, and exploring influencer partnerships and social media marketing.
3. Utilizing Viral Content - Political social media content beyond the regular political ads, such as viral tweets or statements, are being used by creative forces, like designers and music artists, to create broad and niche, but relevant, merchandise that capture a specific sentiment and market; possible disruptive innovation opportunities include identifying unique visual and messaging that resonates, partnering with content creators to respond to complex social issues.
Industry Implications
1. Fashion and Apparel - Political and socially conscious apparel are becoming more mainstream and diverse, focusing on issue-advocacy design and messaging.
2. Charity and Causes - Partnership with charities and political campaigns that advocate for a cause can enable brand and organization to deliver meaningful messages while strengthening their reputation.
3. Social Media and Influencer Marketing - Political content on social media is becoming popular marketing tool for fashion and apparel brands, allowing for unique and subversive campaigns with the help of social media influencers and viral content creators.
