The new edition of the Hat Life Newsletter is just out. There is a very good article in the newsletter about the John B. Stetson Company. The Stetson Company has been getting into various promotions to jazz up their image. (See Stetson’s Hat tricks by Laurie Burkett)
There have been many new initiatives from the new chief executive of the company, Pamela Fields,who was brought on board in January 2008.
According to the article:
Fields, who worked as a consultant specializing in brand revamps before she joined Stetson full time, is pushing Stetson as “Made of America,” something that it plays up on in-store ads, logos and hanging tags. This consistency is new for licensees.
One promotion is with the military. Stetson products will be on offer in many military bases across the USA.
A military calendar is in the works as is a contest for submission of videos by the military to enter a contest to win Stetson products.
Other promotions were directed to the younger set on Face book. Actually a 50 year old won the contest. Well 5o IS the younger set when compared with an 80 year old or even a 60 year old.
Another promotion was the “Hat for Obama”. You can access the videos at my previous post here. I did not know that the people were hired by the Stetson Company but hey anything that gets Obama to wear a hat is fair ball. By the way they did get through the Obama security net (or so it appeared in the last video of the series) – no hat wearing by Obama then! I have also featured the Goorin hat promotion of a hat for Obama.
There have also been promotions directed to the Latino population.
The final note in the article was:
From head to toe, singer Jon Wolfe is already decked out in his Stetson gear. He’s been meeting with designers, picking out jean jackets and shirts that he says look like Ralph Lauren at a rodeo. His album will be out this fall, and although he won’t reveal any song titles or lyrics, he says fans can expect a tune or two about his hat.
Woow Jon Wolfe is one heck of a handsome young cowboy.
I wish Stetson all the best in their promotion of hat wearing!! You can see an old piece of letterhead from Stetson here in this blog.
I have spoken about Hat Life before. It’s a great site for resources in the Millinery Industry.
They Publish a very useful Annual Directory:
“Commonly called the Encyclopedia of the Headwear Industry, The Hat Life Directory is the world’s most popular headwear reference. This full color directory lists thousands of wholesalers, suppliers and retailers. For over 137 years it has been the must-have resource offering complete information on hat wholesaling, manufacturing, retailing, supplying, emerging trends, upcoming events and new product releases. Directory purchasers receive the printed directory PLUS online access.
I take my hat off to them for being in business for 137 years. That’s a compliment from me who rarely goes without a hat, at least when outside of the home.
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