I received a transmission from flavorwire not long ago, in a galaxy pretty close to this one that the merch for Star Wars' 30th anniversary is coming to a spaceport near you. Seriously though, check out these turbo-nerd hoodies from Marc Ecko:
Legit.
And it raises a few points about the power of brands and the effectiveness of brand pairing. Even those of you who aren't Star Wars aficionados should be able to appreciate the design of this line; and stardorks who don't care about Ecko's logo appeal (ie.: me) can get behind their amazing limited editions that pick up on marketed-to-men brands like Playboy, KISS, and Halo.
Associating one brand with another, seemingly unrelated brand, can strengthen both and produce some very sexy results - yes, I mean sexy. Star Wars isn't sexy, but Marc Ecko Cut & Sew is. By associating these two brands, Ecko gains credibility with a specific market segment and George Lucas gets the sexiest notch yet on his proverbial bedpost (next to the Princess Leia gold bikini of course). Both these brands were already doing just fine, but a little creative pairing expands their respective corporate image and undoubtedly increases revenue for both parties. And now we can dress like Imperial Stormtroopers without having to endure the derisive laughter of the girl I had a crush on in grade 11.
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