The Ad Age article below talks about Sears and the U.S. Army's partnership to sell Army approved clothing. Read: "U.S. Army 1st Infantry Division" on t-shirts, etc. Regardless of your personal view about war and/or the U.S. Army, this initiative says that the Army is being creative in marketing. How does the army relate to the tableware or home goods industry? I'm not referring to camouflage plates. What the Army sees and fine tableware doesn't is the need to: 1) Appeal to youth, 2) Use a 'personality' or 'brand' to move goods. In this case, Army is the brand, and it's not waiting for people to enlist to market it-that would be too late. One definition of marketing is creating an atmosphere so that when presented with a purchase opportunity, people need no further 'education' and make the purchase. By hitting 'customers' early and in outside avenues, the Army's work is cut out for before the candidate comes into the recruiting offer. Allison Zisko says in this week's HFN annual tabletop report that tabletop industry sales are down and don't look good for the future. The matron's market and disappeared, and the industry still expects to sell product off the back wall shelf. Why? There is no branding, no marketing, no personality in the business. Note: having a company CEO show up at a Paris tableware show is not marketing. The army- maybe to the detriment of our youth-is surely not taking this philosophy. They are building new routes to get their brand out via clothing and video games-to then in turn bolster their true purpose (delivering soldiers). I am amazed at how the Army is a better marketer than home goods companies.
Ad Age article about the Army's marketing plans:
Now You Will Be Able to Buy Official U.S. Army Clothing at Sears
Available for Men, Women and Boys, Military-Branded Apparel Will Support Programs for Troops
By Natalie Zmuda
Published: September 02, 2008
NEW YORK (AdAge.com) -- Soldier chic isn't a new fashion trend, but now consumers will be able to buy officially endorsed military merchandise at their local department store.
The U.S. Army has officially licensed its First Infantry Division marks and insignias to Sears.
Sears, Roebuck & Co. has signed a deal with the U.S. Army to launch the All American Army Brand's First Infantry Division clothing collection. It marks the first time the U.S. Army has officially licensed its marks and insignias; licensing fees will be used to support military programs for troops and their families.
Coming to Fashion Week Craig Israel, president of Sears Apparel, said the brand will be prominently featured during the retailer's Fall Forward fashion exhibit at next week's Mercedes-Benz Fashion Week in New York. The line will also be included in future marketing campaigns, including those slated for the holiday season.