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J.Crew Dares to Photograph a Gay Couple Under the Headline ‘Happy Together’
Aloysius J. Gleek:
http://nymag.com/daily/fashion/2011/05/j_crew_dares_to_photograph_a_g.html
J.Crew Dares to Photograph
a Gay Couple Under the Headline
‘Happy Together’
for a New Catalogue
By: Amy Odell
5/2/11 at 5:40 PM
J.Crew quietly included a photo in its May catalogue of one of its stylish employees with his stylish boyfriend. Under the headline "Happy Together. Our designer Somsack and his boyfriend, Micah," the couple stand at arm's length, grinning at the camera in their perfectly slouched, crispy J.Crew outfits. J.Crew declined to comment on the image, which has been heralded by LGBT advocacy groups, effectively demonstrating that it's not a publicity stunt but a smart and effortless way to sell clothing in the year 2011. ABC News has a thorough report on this image, which is sadly quite an unusual thing in American advertising.
More American companies recognize the consumer buying power of the lesbian, gay, bisexual community. According to a report in the online magazine Treasury and Risk, their spending will exceed $769 billion this year.
Now, J.Crew seems to have jumped on the bandwagon, according to advertising experts.
Oh, so American companies are figuring out that gay people — like plenty of straight people! — like to shop. Who would have thought?
J Crew at Center of Gay Economics With Openly Gay Model [ABC News]
(Related ABC video: http://abcnews.go.com/Business/jcrew-center-gay-politics-gay-couple-happy-catalog/story?id=13471616&singlePage=true )
milomorris:
The ad might be news, but the corporate knowledge about the gay demographic and market segments is not. We've known about the "gay dollar" for decades. Marketing directed at gay male and female demographics has been around, but you might not have noticed it...at least not consciously.
CellarDweller:
I believe the term I've seen used regarding the gay market is "disposable income".
We have more cash to spend than straight couples with families.
I want to know where some of this disposable income is, 'cause I could sure use it!
:laugh:
milomorris:
--- Quote from: CellarDweller on May 03, 2011, 03:42:03 pm ---I believe the term I've seen used regarding the gay market is "disposable income".
We have more cash to spend than straight couples with families.
--- End quote ---
Every demographic has some disposable income. And yes, sexual minorities tend to be childless, and heterosexuals tend to have children. So all other things being equal, sexual minorities tend to have a higher percentage of their income available for discretionary spending. The same can be said of DINKs, and single heteros.
Kelda:
We call it the Pink Pound!
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