Aussie Company Unit Riders Embraces ‘The Age of Panic'
Toby Lynch — May 20, 2009 — Marketing
References: unitonlinestore & goldcoast.au
Progressive action sports apparel company Unit Riders has made a series of swine flu parodies to what they are calling ‘The Age of Panic.’ They have produced a range of flat face masks and respirators to protect against the spread of swine flu.
Never ones to back down from stark visuals, the swine flu masks and respirators are dramatically modeled by bronzed Australian models in cold storage areas with pig carcasses hanging in the background.
The company’s director, Paul Everest, mentioned that the move towards such items was necessary in this day and age of panic. “2009 has seen us truly enter ‘The Age of Panic,’” says Everest. “Our range is influenced by our surroundings and society’s progression – face masks and respirators are the next logical step,” he continues.
Never ones to back down from stark visuals, the swine flu masks and respirators are dramatically modeled by bronzed Australian models in cold storage areas with pig carcasses hanging in the background.
The company’s director, Paul Everest, mentioned that the move towards such items was necessary in this day and age of panic. “2009 has seen us truly enter ‘The Age of Panic,’” says Everest. “Our range is influenced by our surroundings and society’s progression – face masks and respirators are the next logical step,” he continues.
Trend Themes
1. Dramatic Protective Gear - Opportunity for companies to create visually striking and fashionable face masks and respirators to meet the growing demand for protective gear.
2. Parody Marketing - Companies can leverage humor and satire to create engaging and impactful marketing campaigns during times of panic and crisis.
3. Crisis-inspired Fashion - Fashion brands can design clothing and accessories inspired by societal fears and anxieties, tapping into the market's desire for products that reflect contemporary concerns.
Industry Implications
1. Fashion and Apparel - Fashion brands can seize the opportunity to design and produce stylish and fashionable protective gear inspired by current crises.
2. Marketing and Advertising - Marketing agencies can help companies create attention-grabbing parody campaigns that connect with consumers during times of panic and uncertainty.
3. Healthcare and Safety - The demand for face masks and respirators presents a growth opportunity for healthcare and safety equipment manufacturers.
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