Urban Outfitter says it ârespects the viewpoints of all customers and employees and does not take positions in electoral politics,â but still seems to have a preference in political candidates with their merchandise.
The retail store frequented by millennials sells shirts, mugs, and stickers reading âIDK NOT TRUMP THO 2016.â The phrase was coined by Dave Ross, a comedian in Los Angeles, who made a deal with Urban Outfitters after an affiliate contacted him.
Thereâs also a âTrump20Neverâ pin and a book of quotations meant to look like Maoâs Little Red Book. And a âTrump You Gotta Be Kitten Meâ shirt. For Hillary Clinton, the store offers a âHillary Runninâ Thangs Tour 2016â shirt among others.
Bloomberg spoke with Allen Adamson of Brand Simple Consulting about the risky move other retailers donât usually engage in for fear of alienating customers. âIt is unusual for a company to step so boldly into politics, particularly in a campaign as polarizing as this one,â he said, though thereâs also âhuge pressure to stand out and stand for something.â
Urban Outfitters excused the products, saying their âproduct selection is largely driven by the demand of our customers and artistic partnerships.â
Doug Usher of Purple Strategies also spoke with Bloomberg to offer a take on appealing to millennials. âThings have changed in the world of brands, particularly brands that appeal to younger, more millennial types,â he said. “They are looking to share a more intimate brand experience.â
While the political move could be considered a risky one for retailers, it has paid off for Urban Outfitters. Many of their political products have sold out, and after a decline in 2015, stocks are up.
