Cornell Trademarks Print in Plaid-Happy Scotland
Hayley Grieve — April 9, 2009 — Marketing
References: pendleton-usa & news.cornell.edu
Far above Cayuga’s waters, Cornell University has become the first Ivy to create an official tartan print and register it with the Scottish Tartans Authority.
True to the school colors, the new red and cream plaid was unveiled during the annual Cornell Design League fashion show in a student designed menswear line. The idea was mainly fueled by the President of Pendleton Woollen Mills (and Cornell alum) Mort Bishop III. The company has been making plaid and Native American-style blankets for over a hundred years, so the project was a perfect match for all parties.
I admit the plaid concept is just oozing with preppy Ivy stereotypes (I’m allowed to criticize as an alum!) However, this is further evidence that upscale “branding” of universities is an important phenomenon for schools that are hoping to attract top students from all over the globe.
True to the school colors, the new red and cream plaid was unveiled during the annual Cornell Design League fashion show in a student designed menswear line. The idea was mainly fueled by the President of Pendleton Woollen Mills (and Cornell alum) Mort Bishop III. The company has been making plaid and Native American-style blankets for over a hundred years, so the project was a perfect match for all parties.
I admit the plaid concept is just oozing with preppy Ivy stereotypes (I’m allowed to criticize as an alum!) However, this is further evidence that upscale “branding” of universities is an important phenomenon for schools that are hoping to attract top students from all over the globe.
Trend Themes
1. University Branding - Creating official tartan prints and other unique merchandise allows universities to enhance their brand image and attract a diverse group of students.
2. Fashion Collaboration - Collaborating with fashion designers and brands can help universities expand their reach and appeal through unique and stylish merchandise.
3. Cultural Partnerships - Partnering with organizations like the Scottish Tartans Authority allows universities to celebrate their heritage and create distinctive cultural connections.
Industry Implications
1. Higher Education - Universities can leverage unique branding initiatives to differentiate themselves and attract students in the competitive higher education industry.
2. Fashion and Apparel - The fashion industry presents an opportunity for universities to collaborate on merchandise and create trendy products that appeal to a wider audience.
3. Textile Manufacturing - Textile companies specializing in plaid prints and unique fabrics can benefit from collaborations with universities looking to create branded merchandise.
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