Trump Haters Bring Potential Windfall to Urban Outfitters
Urban Outfitters Inc. is capitalizing on a tumultuous presidential election by violating the unwritten rule of retail: never get political.
The company, which has a history selling controversial items, is offering a range of merchandise bashing Donald Trump, the presumptive Republican nominee. That includes a T-shirt emblazoned with the slogan “IDK NOT TRUMP THO.” The shirts are exclusive to Urban Outfitters, and the phrase -- texting shorthand for “I don’t know. Not Trump, though” -- is also available on a mug or sticker.
“IDK NOT TRUMP THO” shirt, right, at Urban Outfitters Photographer: Lindsey Rupp/Bloomberg
Consumer brands typically avoid taking a stance on topics that might be contentious and alienate customers. But Urban Outfitters is known for offbeat products that occasionally cause offense: In recent years, it’s drawn flak for selling a tapestry that resembled Nazi concentration-camp garb and a Kent State sweatshirt that looked like it was splattered with blood.
With the anti-Trump merchandise, the retailer is taking a calculated risk, said Allen Adamson, who runs the branding firm Brand Simple Consulting.
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http://www.bloomberg.com/politics/articles/2016-07-18/urban-outfitters-profits-from-trump-backlash-with-idk-t-shirts
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