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“My friends are tastemakers”
By Jeremy | February 3, 2005
a new kind of advertising phenomenon - one that goes beyond more established methods like street-teaming (campaigns orchestrated to look as though they're "up from the street," through graffiti or sidewalk chalk scrawls, for example) or stealth marketing (in which corporations hire young, attractive, charismatic people to go into bars and clubs and be "overheard" raving about a brand of alcohol or cigarettes). "If the right person is wearing the right thing, people want it," says Kelly Cutrone, founder of the fashion branding firm People's Revolution. Cutrone gives thousands of dollars worth of free clothes to Saleh and other New Yorkers who aren't rich or famous, but who run in desirable circles and wield a lot of social influence.Big brother's after your money, and he'll find a way to snatch it. (This is "Merchants of Cool," to the max. If you've never watched Merchants, it's must see viewing for anyone interested in youth culture. You can watch the entire documentary online.)
Topics: commerce, cool, culture, identity, marketing, media, urban, youth | No Comments »
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