As the divide between “us” and “them” grows ever wider under president Trump, many apparel brands are still trying to maintain their mass-appeal, but according to experts at Retail Dive, staying neutral could prove costlier than choosing a side.
In a new article entitled, “How retailers can survive social media controversy in the age of Trump,” author Lara Ewen argues that, for many Americans, political beliefs have become “central to [their] self-definition.” And that, more and more, consumers want to shop brands that share their values. Consequently, “brands must first endeavor for authenticity at every turn.”
The article goes on to stress the importance of preparing for blow back before it occurs. Given the accelerated circulation rate of negative PR, and the hordes of people following Trump’s example and quickly denouncing brands without fact-checking, misinformation can be shared hundreds of thousands of times before it hits a company’s radar, at which point it may be too late.
Additionally, savvy brands should see taking a stand as a chance to connect on a deeper level, which will help them expand within their niche. Sending a generic or apolitical message now insinuates a lack of transparency and concern.
You can read more about it at Retail Dive.
