Multicultural Marketing Is In Fashion

by Vanessa Loy (BPRW)

The fashion industry is getting the message that multicultural marketing sells. Benetton capitalized on this back in the 1980’s with their “United Colors of Benetton” campaign that featured models of all ethnicities advertising their clothing. More recently, Sears has launched lines of women’s apparel aimed particularly at African American, Caribbean, Asian and Hispanic clientele, emphasizing more petite and plus-sizes, as well as brighter colors and patterns.

While some department stores carry multicultural lines in addition to their mainstream merchandise, one clothing retailer, Ashley Stewart, focuses primarily on urban black women. Headquartered in Harlem, New York, Ashley Stewart operates over 170 stores in New York, Los Angeles, Miami, Washington, D.C., and other cities with a significant black population.

While ashleystewart.com, the official website, never specifically describes its market in ethnic terms, it is emphasized in all facets of the company. From in-store advertising that uses entirely black models, to clothing colors that complement dark skin tones, Ashley Stewart taps into an underserved niche. On a page entitled “Community Updates,” they detail their charitable giving to the Martin Luther King, Jr. National Memorial Project Foundation and the Thurgood Marshall Scholarship Fund, and their recent participation in a gospel music event in Detroit.

These are just a few examples. The explosion of multicultural apparel, hair products, cosmetics and other goods shows the purchasing power of the black community. When it comes to influencing the marketplace, the best way to speak up is not just with your voice, but with your wallet as well.