Macklamore’s big hit song “Thrift Shop” has been a spectacular form of advertisement for all thrift shops in which the song has been made popular. Thrift shop sales have increased since the song has become popular. Value Village, a large company with a chain of thrift shops, has even made a commercial to promote Halloween costume sales by using the beat of the song, with their own personal lyrics. When surveying shoppers, 50% said that they were inspired by Macklamore’s song “Thrift Shop” to shop for thrifty items. 50% is a huge percentage.

Although Macklamore did not specifically collaborate with Value Village, this shows that collaboration with a public icon can increase businesses sales. Consumers around the globe admired Macklamore’s thrifty style and his song, which has influenced many to want to imitate his style. Clothing companies specifically can benefit from this form of marketing. By having a public figure wear a specific clothing companies pieces, many admirers will potentially buy them. This would also help to create a unique brand image, depending on who is wearing the product. The target market is also able to expand to many different consumers.

Source:

http://www.theglobeandmail.com/report-on-business/industry-news/marketing/value-villages-unlikely-duet-becomes-a-halloween-hit/article15125906/