The new Macys sweater is the perfect gift for those who get brand wrong
Tom Dougherty, CEO – Stealing Share
5 December 2012
Brand isn’t about showing off. It’s about self identification.
Just in time for Christmas Macy’s has unveiled a new fashion item that marries apparel with technology. In select stores now are a new Macys sweater, a men’s fleece from Sean Jean that features a video screen – an iPod of sorts – embedded in the left sleeve.
“This might seem to be the epitome of brand. But it’s not. Brand is how the customer sees himself, not how others see him.”
This might seem to be the epitome of brand. But it’s not. Brand is how the customer sees himself, not how others see him.
Middle-aged men, for example, don’t buy sports cars so the neighbors will think they are cool. In fact, the neighbors may regard an old guy and a hot car as ridiculous. Instead, sports cars make men feel young, especially when they’re in the midst of a mid-life crisis. That’s the definition of brand.
Consider this: We all buy brands that no one sees. We prefer a brand of underwear that no one sees. Or a type of laundry detergent no one sees.
The Macys sweater’s odd marriage of fashion and technology is a fad, at best. Video sweaters don’t tell consumers who they are when they sport one of these hybrids.
If anything, these hi-tech items simply scream “show off.”
Airbus and Wide-Bodies Tom Dougherty, CEO - Stealing Share 20 July 2018 Airlines and Wide-Bodies Wide-Bodies. Airbus Wide-Body Hooray for wide-bodies! I'm not a wide body but I am a frequent flyer. As it is, I'm not writing about the Airline industry as such. And, I...
Prime Day Tom Dougherty, CEO - Stealing Share 17 July 2018 Prime Day remains the tops, despite glitches There are very few shopping events that get me excited. Let me rephrase that. There is only one shopping event that gets me excited — Amazon’s Prime Day. Even...
Netflix downloads Tom Dougherty, CEO - Stealing Share 16 July 2018 Netflix downloads grow more robust It’s a stunner to me that only a few streaming services do it, but why don’t more of them offer downloads of their content like Netflix? OK, Amazon Prime...