Today New Hampshire voted to legalize gay marriage in that US State. One California company, Levi's jeans, has a gay friendly history. Now, as more US states vote in favor of gay marriage, the Levi Strauss company has made its boldest retail marketing statement yet - in favor of US gay marriage rights.
Ian Johnson, Out Now
June 3, 2009
TOPICS: Levi's Strauss, gay marketing strategies. Lesbian and gay equality. Jeans marketing. Clothing and textiles. US gay and lesbian community. LGBT equality rights. Business news. Levi's jeans puts gay marriage rights forward in its retail marketing.
Levi's jeans is one of the more gay friendly brands, and has been for quite some time.
Out Now has been tracking Levi's gay market strategic development activities going back almost twenty years.
From support of gay and lesbian staff through LGBT equality and diversity policies, to advertising in gay and lesbian media to staff devoting their time to gay rights and causes on the company's charitable '501 Days'.
Now, the company has come out front and center in support of equality for marriage rights for all Americans - including gay and lesbian people.Gay Market News has long made the point that we at Out Now believe that it is not really about gay rights, or even about 'gay marriage', it is - at its most basic - all about love.
Levi's retail marketing in the US now sees the store mannequins sporting distinctive white knots - a symbol in favor of gay marriage equality for all Americans.
The company is unlikely to be seen by many in a cynical light on this.
When a brand takes a consistent and supportive stance in relation to marketing and supporting their gay customers, they earn a lot of gay community support 'credit points' - much of which translates into brand loyalty, which a campaign such as their current retail marketing 'White Knot' campaign can only serve to strengthen.
Levi's look good and people can feel good about their brand choice by knowing they are helping build a more equal future.
You can watch the gay Levi's TV ad at our YouTube.com/GayMarketing channel.
The White Knot campaign supports the right of gays and lesbians to marry.
If you would like Out Now to help you take your marketing to the leading-edge of sales results, please do get in touch.
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AdWeek recently referred to one of Out Now's gay advertising campaigns as "the year's most talked about tourism ads." Out Now Consulting is a leading global gay marketing specialist agency, founded in 1992. Clients include Barclays, IBM, Toyota, Citibank, German National Tourist Office, Visit Britain, Lufthansa and Time Inc. Magazines. Out Now recently won the "Outstanding Interactive" category in New York at the 'Images in Advertising' awards for an online campaign for their client Lufthansa.
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