Pride Month, or the new market target for US retailers.
LA Pride just past this weekend, and it currently is Pride Month for several cities throughout the country. With a bunch of glitter and rainbow everywhere, it is interesting to look closer at what seems to have became a growing market target for American retailers.
Indeed, we were use to brands like Adidas offering a limited LGBTQ edition of their then top selling Superstar model. Profits going to Centers throughout the country to help the community. We notice this year that numerous retailers start to surf on that wave, including Nike and now owned division Converse, American Eagle Outfitters, Hollister and Abercrombie & Fitch, Urban Outfitters, Levi’s, Gucci, H&M, and others.
For most retailers, we don’t know if some or most of the profits go to LGBTQ associations or centers, or not. But it is certainly profitable to those brands, not only from an image perspective than economically.
Indeed, we notices sales drop for most retailers across the country and a second quarter ending up under expectations. Launching a capsule collection that is supporting a growing cause, in a world of trends, is a smart move. You know it will sell and you know it will embellish your image.
What do you think? Love, marketing, both? Share and react #JOMSY