Dive Brief:
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Urban Outfitters is selling out of T-shirts with a political message expressing anti-Trump feeling: IDK NOT TRUMP THO. (IDK is texting-speak for “I don’t know.”) The phrase was first developed by comedian Dave Ross, who wanted to express his opinions towards presumptive presidential nominee for the Republican Party Donald Trump without endorsing anyone else in the race.
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The T-shirt is part of a range of merchandise Urban Outfitters is selling to express disapproval of Trump, including a pin emblazoned with "Trump20Never," Bloomberg reports. The retailer is also selling merchandise featuring Hillary Clinton, the presumptive Democratic nominee, that takes a softer tone, like a T-shirt printed with "Hillary Runnin' Thangs Tour 2016."
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The move is unusual for retailers, which tend to avoid overt political affiliations in order to appeal to a broad swath of people.
Dive Insight:
Brand expert Allen Adamson, who runs the branding firm Brand Simple Consulting, told Bloomberg that Urban Outfitter’s move is unusual, but that retailers are under pressure to make a splash. Indeed, in an era when Amazon is even selling apparel, it has become crucial for retailers to stand out with their merchandise if they want to avoid competing on price.
While praising or slamming one candidate risks alienating some customers, people increasingly do want businesses to take a stand on controversial issues. A 2014 study by policy and communications firm Global Strategy Group found that 80% of respondents believe corporations should take action on important issues in society, up from 72% a year before. In addition, 79% say that it’s appropriate for enterprises to advocate on an issue pertinent to their industry (up slightly from 78%), although many also agreed that “companies should tread carefully on controversial issues.”
While Urban Outfitters doesn't seem to be treading carefully, they might have good reason not to fret too much about alienating customers. Trump, who has been the center of the Republican Party's convention this week, is not very popular among Urban Outfitters' target market: less than a quarter (23%) of young voters support him, Bloomberg notes.
Trump has proven himself to be controversial, spouting remarks about women, Mexican people, disabled people, and Muslims that have offended people in and outside those groups, including retailers. About a year ago, he made disparaging remarks about immigrants from Mexico during his presidential announcement speech, prompting Macy’s to discontinue his lines of menswear and scents, which the retailer had sold since 2004. Consumer petitions have asked other retailers to follow suit, while others have pressured Wal-Mart and other companies to withdraw support for the Republican convention.
Urban Outfitters has offended people with many of its other T-shirt designs, including a bloody-looking Kent State sweatshirt and clothing that has featured or promoted Nazi insignia, under-age drinking, and anorexia. While some blame Urban Outfitters for a faulty process for developing and approving designs, others believe the company courts such controversy. While the anti-Trump merchandise most likely won't offend many of its key customers, it's one more way to generate free press.
“Their common refrain that ‘it’ was unintentional does not ring true,” Ronald Hill, professor of marketing and business law at Villanova University, told the Philadelphia Business Journal about Urban Outfitters’ history of ill-advised designs. “Instead, they are pushing the envelope because they know it garners attention of the 24/7 news media as well as social media, resulting in an expansive word-of-mouth.”