Home»» If you read Retail Design Diva often enough (and we know you do!), then you know that I regularly encourage, suggest, state and request that retailers use their influence for good (not just for sales).
I’m proud to report that there is a retailer doing exactly that. And it makes me so happy I can hardly stand myself.
Kenneth Cole unveiled its "Where Do You Stand? Campaign," addressing hot topics, such as marriage equality, gun control, a woman’s right to choose and war. Wow, Kenneth – way to stick to the superficial topics! The retailer hits some of the hardest, most debated topics in our nation in this campaign – and does so in a powerful way through the use of video, imagery and language.
This campaign does so many things well, it’s impossible to touch on them all, but here are a few to note:
- Excellent use of social media. It isn’t the typical example of social media use with Facebook and Twitter logos splattered all over the page. They are stylishly placed and easy to find, but don’t take over the campaign message.
- While addressing massive social issues, the retailer showcases what it does best—fashion— and in a way that’s not distracting, but rather adds to the questions at hand. Who can pull that off? Amazing.
- It isn’t negative; it’s thought-provoking.
- There’s another aspect of the site, called What You Stand In, that focuses in on the fashion piece of the business. Users can watch style-guide videos covering fall trends for men and women’s clothing.
A big round of applause for Kenneth Cole please. They do an outstanding job using their power and influence as a major retailer to get consumers to think about something other than just what they’re going to wear for the fall season, while also getting them to think about what they’re going to wear for the fall season. Brilliant.
What are your thoughts on the "Where Do You Stand?" Campaign? Tell us about it here!
-Heather Strang
