By Brandy Voirin/reporter
Pink products have infiltrated the fashion market.
Gone are the days of broadcasting one’s support for breast cancer awareness via a measly pink ribbon. And don’t even try to sport last year’s pink Komen race T-shirt handed down from Mom. Those trends are over. Nowadays, savvy marketers and retailers have joined forces to put the couture in a cause, and this month is all about breast cancer awareness.
For those who have wondered why marketers perceive fashion houses as excellent cause-marketing partners, the answer could be more obvious than one might realize.
“Cause-marketing is another way to get your brand and logo in the public eye, thereby increasing awareness and recognition by the consumer and, hopefully, increasing sales for the company,” said TR marketing professor Alicia Lupinacci.
It’s easy to see why market forecasters have noticed consumers’ love of fashion. What one wears often reflects personality.
“The average consumer is more savvy and in tune with hot commodities and connected with charitable operations,” Lupinacci said.
NE student Brandon Dyer reviewed a round of umbrellas, sneakers, scarves and bags. Although he liked the cancer awareness-themed items, he rejected one.
“Because this scarf doesn’t have the breast cancer symbol, I wouldn’t buy it for my mom,” he said.
Breast cancer products have changed over the last 20 years from the basic pink ribbon coffee mug to a couture cashmere scarf set. However, most products remain pink.
Lupinacci pointed out that pink is not a new color. In fact, it is a traditional color for girls although research has suggested some modifications in buying behavior in recent years related to other colors for girls and boys. But she doesn’t think that will change its popularity.
“I doubt if a marketer would be at a disadvantage with an overabundance of pink items related to breast cancer products by other institutions,” she said. “There might be some resemblance of backlash with an inventory of zero fashion items for this October event or time frame.”
Since every product must have a competitive advantage to sustain momentum, breast cancer awareness can fit into a marketer’s plan, Lupinacci said.
“The competitive advantages for retailers or marketers with breast cancer awareness promotions would be positive spins on a company trying to offer support and value for the money,” she said. “Any selfishness or greediness on the part of the institution would be incidental to the fact that a company is going to greater lengths for a worthy cause. Besides, if a company were to use the breast cancer awareness angle, the results would more than likely not be significant, or at best temporary, since this could be categorized as a short-term marketing strategy.”
Student Lisa Strong was immediately drawn to the Michael Kors pink patent leather loafer offering.
“OK, those shoes are cute,” she said. “I would 100 percent buy them.”
Although all breast cancer fashion products weren’t exactly in the budget of most university students, many students were still interested in purchasing some pink.
“I am a breast cancer survivor, and I wear all the colors of the rainbow, but pink does have a special meaning for me personally,” Lupinacci said. “I applaud any company’s marketing campaign to participate in the promotion of breast cancer awareness.”
