Christian K-mart Fashion
Going Like Sixty — June 7, 2008 — Business
References: lifeway & feministing
K-mart decided teenage girls should be able to visibly wear their vow of chastity on their clothes. The True Love Waits fashion line encourages young women (teenagers AND college aged) to remain abstinent until marriage. Lifeway Christian Resources created the campaign on an international basis. They are depending on peer pressure and clever ass-vertising to help their cheeky cause be a success. The True Love Waits movement got a significant boost in visibility because of the K-mart decision to sell their clothing.
Trend Themes
1. Abstinence Fashion - Creating fashion lines that promote and celebrate abstinence for teenagers and college-aged individuals.
2. Cheeky Marketing - Using clever and bold advertising strategies to support and popularize a cause.
3. Faith-based Fashion - Designing clothing lines that incorporate religious beliefs and values into their style and messaging.
Industry Implications
1. Fashion Retail - Opportunity for fashion retailers to tap into the niche market of abstinence-promoting clothing.
2. Marketing and Advertising - Chance for marketing and advertising professionals to create unique and attention-grabbing campaigns for causes.
3. Faith-based Organizations - Potential for faith-based organizations to develop and promote fashion items aligned with religious beliefs and values.
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