design:retail - June 2018 - 18

style made simple

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Promote with Pride

ERIC SAMUEL GREEN
VICE PRESIDENT,
EXECUTIVE CREATIVE DIRECTOR

Charming Charlie
ericsamuelgreen.com

UNE IS PRIDE month

for the LGBTQ (lesbian,
gay, bisexual, transgender
and queer/questioning)
community, and many
retailers are raking in big $$$ during
this time by celebrating diversity and
being inclusive. Christmas still remains the most important holiday
for both retailers and marketers,
but Pride month is slowly becoming
a mainstream retailer's key chance
to gain the LGBTQ consumer, part
of a group whose spending power
is estimated at $1 trillion. It wasn't
that long ago when companies
were afraid to cater to the LGBTQ
community for fear of consumer
retaliation. Suddenly, giant retailers, such as Target
and Nordstrom, are spending major marketing and
merchandising dollars targeting this consumer.
Here are a few tips to show your LGBTQ support
as a brand or retailer:

1. GET CREATIVE WITH COLOR
Develop creative and ads that use LGBTQ
colors in unique and clever ways to stand out
from competitors. Maytag advertised an appliance technician holding a half-cut cake featuring
rainbow layers with a message that read "Equality
And Cake For All." LGBTQ consumers have an
emotional bond with colors of the rainbow and
appreciate innovative uses that aren't so literal.
Absolute Vodka has done a great job in applying
unique rainbow executions to its liquor bottles in
honor of the LGBTQ community. Apparel retailers can show support and reduce inventory risk
by creating merchandising displays with existing
primary colored products consolidated together
as a singular idea to signal LGBTQ support. Visual
merchandisers can create colorful displays using
primary colored candy showcased in apothecary jars at front of store or in-window to attract
this customer.
JUNE 2018

DESIGNRETAILONLINE.COM

While LGBTQ consumers are excited
to see LGBT advertising, the content
can often overshadow the brand
message. Advertisers need to balance LGBTQ content and the brand
message. Brands should use this opportunity to highlight what makes
them special, unique and great.

4. INCLUSIVENESS ISN'T FOR
EVERYONE

2. KEEP IT REAL
Depicting authentic, everyday LGBTQ consumers in realistic settings is highly appealing. LGBTQ
consumers object to ads that use idealized versions of LGBTQ consumers, as often seen in travel
and credit card ads featuring models with perfect
bodies, hair and fashion styling. Marketers must
show more than one perspective of the LGBTQ
community, which includes all ages, races, sizes
and ethnicities. MAC, Levi's and Stoli have all created impactful campaigns showcasing the diverse
LGBTQ community. Social media and in-store
videos are the perfect place for brands to show
more range and tell authentic and unique stories
about this community. Brick-and-mortar retailers can encourage customers to post and hashtag
their brand while in-store to obtain free products,
special invites and exclusive promotions.

3. REMEMBER TO BE THE BRAND
It is important to stay focused on communicating your brand's proposition and value while
showing your support. Simply showing LGBTQ
faces without substance is meaningless. A brand
must clearly articulate how its product directly
supports this community in an authentic way.

GLOBALSHOP.ORG

Brands must be ready for social
media rants and hateful posts. Case
in point: the banking giant Wells
Fargo created a National Family ad
a few years ago featuring a couple
(two women) who were in the process of adopting a child. This was
part of the bank's #WhyIWork campaign. There
were a few negative voices from people who didn't
share their corporate values and beliefs, but the
few did not represent their broader customer base.
Positive reactions substantially outweigh any negative in these circumstances.
Either way, Pride month is becoming big time for
LGBTQ marketing. From clothing to dinnerware, the
LGBTQ community is being targeted by companies
that are trying to make it clear that they are on your
side, fighting your fight, and hope you will spend
your money in appreciation of that. Don't miss
this opportunity to acquire new, loyal customers-
the LGBTQ community will show you a pot of
gold on the opposite side of the rainbow when you
support your LGBTQ employees and are present in
their communities.
ERIC SAMUEL GREEN HAS WORKED WITH TOP BRANDS SUCH AS
C. WONDER, BURBERRY, GAP, COLE HAAN, NEIMAN MARCUS,
LIMITED BRANDS AND THE NORTH FACE. HE CURRENTLY IS THE
EXECUTIVE CREATIVE DIRECTOR FOR CHARMING CHARLIE. HIS
LIFE MISSION IS TO CHANGE THE INTIMIDATION AND STRESS
ASSOCIATED WITH DESIGN, WHICH HE IS DOING THROUGH HIS
NEW BOOK, "STYLE MADE SIMPLE: THE 10 STEPS TO DECORATING
WITH STYLE."

Photo by LAZYLLAMA/SHUTTERSTOCK

http://www.ericsamuelgreen.com http://www.DESIGNRETAILONLINE.COM http://www.GLOBALSHOP.ORG

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