While reading Catalina Verna’s blog “Advertising through Bags”, I was immediately captivated by other ways that companies capitalize on promotional mediums by using their consumers as walking billboards.
I echo Catalina’s point in that firms use their customers as advertisements, helping to bring awareness and recognition to their brand. Lululemon is a perfect example of this “fashionable bag” trend that Catalina described. Ever since they have been making reusable shopping bags, Lululemon has turned their eco-friendly bag into a trendy style that people take to the gym, school or on a trip to the mall.
This is a brilliant marketing technique, because these bags can been seen almost anywhere in Vancouver, and they successfully promote the Lululemon brand.
The Starbucks cup is another way that consumers unknowingly promote a brand. Carrying a Starbucks cup has become more of an accessory than anything, thus benefiting this coffee giant. Whether you’re a student grabbing your morning coffee or a hot celebrity toting your baby around New York (check out this article, apparently Suri loves her Starbucks), by carrying the Starbucks cup, you are promoting the brand.
Britney Spears
A final way that some (non-clothing) companies have benefited through this type of customer-promotion is by creating “fashionable” clothing. Constantly I see people sporting shirts branded by companies such as Coca-Cola:
I know a lot of people who won’t wear brand names or labels on their clothing because they don’t want to be a walking billboard, however they probably don’t realize that the Starbucks frapuccino they are carrying completely contradicts their principles.
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