Show Us Your Island Allegiance
There are few things more individual than a tee-shirt. For something that is so simple, a lot of thought goes into the purchase decision - what it says about you and who you are as an individual. Who doesn't buy a tee-shirt on vacation as the ultimate reminder that lasts until the next vacation? Marketing of tee-shirts is big business. This is most apparent on Martha's Vineyard. I was reminded of that last week on the island as the Vineyard tee-shirt brand giants fight it out daily among themselves and relative upstarts.
Who hasn't either purchased or seen
the clichéd Black Dog logo which is plastered on almost every
possible form of apparel and merchandise? Launched in 1971,
Black Dogs have probably been spotted in almost every
country. Quite dizzying heights for a brand that could never
have envisioned the success they've achieved over the past close to
40 years. What makes it work is the simplicity of the logo
and the emotional attachment to all things dogs and Martha's
Vineyard. You relive each trip to that magical island.
Placing the date/year on each piece of apparel helps extend the
memories. Black Dog shirts prompt more conversations with
strangers than any of my sports related merchandise - from Red Sox
gear to golf courses from around the world. Nothing else
comes close.
Speaking of close, Menemsha Blues is
rapidly gaining on Black Dog in popularity. Started in 1995
by island resident Bob Fuller, their trademark bluefish is rapidly
turning into a cachet icon. The design is elegant and
sophisticated - a cross between the spirit of the bluefish and the
soul of blues music. One trip to Menemsha harbor and I
guarantee that you'll be hard pressed not to pick up something
Menemsha Blues as a reminder of one of the most visually stunning
harbor settings (where they filmed a lot of "Jaws") that features
world-class sunsets that are applauded nightly. More and more
Menemsha Blues retail stores are popping up across the Martha's
Vineyard retail landscape - a sure sign of success. Who
doesn't want a "fish" shirt?
Other upstarts like Beetlebung (with a cool inkblot lobster logo which leaves it up to one's own interpretation) and Sharky's are nipping at the heels of the two all-things Martha's Vineyard apparel and merchandise giants. Not to mention Vineyard Vines on the high end as well - ties not tees!
What is it about tee-shirts that make us want to buy another and another, even though we have more than we could possibly wear in one summer? Is it the design and look or the remembrance of a good time on vacation? Is it a conversation starter or signal about your likes? Are you a Menemsha Blues person - kind of the anti-Black Dog - or are you an old school Black Dog devotee? The buying motivations are fascinating to consider. Tee-shirts are a purely emotive purchase decision.
Whatever form of island apparel you choose, you are ultimately making a brand endorsement for all things Martha's Vineyard. Without the sweeping vistas across farms, the dunes of Gay Head, the sandy beaches, the crashing waves on South Beach, the elegant quaintness of the old seafaring captains' homes in Edgartown, there are no Black Dog or Menemsha Blues brands. You can argue that they are stand-alone brands, but in essence they are sub-brands to the ultimate power brand - Martha's Vineyard.
Having just returned from another wonderful visit to this glorious island, I'll have to be content with reliving my memories with my Black Dog and Menemsha Blues long-sleeved tee-shirts throughout the long dreary New England winter. They'll make me smile and think about a good time had and the promise of warmer days in a future return trip to Martha's Vineyard. It's brand relationship that continues to pay back in psychic income - a fashion statement that says "I've been to Martha's Vineyard."
Keywords: Black Dog; Menesha Blues; Martha's Vineyard; Bettlebung; Summer Vacations; T-Shirt Marketing; Apparel Marketing; Sharky's Cantina
I often run in NYC Central Park and I am continually amazed at how many people of all ages I see wearing a Black Dog tee-shirt.
The Vineyard is the ultimate power brand? I disagree. Movie stars live on the Vineyard. The people who hire them live on Nantucket. ;-)
At least one of MV's signature brands has legs. On a recent college visit with my son to southern Maine, we drove through the coastline community of Biddeford where lo and behold there was a quaint-looking Black Dog retail store. They can also be found in Newport, RI. Seems like they must have a strategy of becoming the go-to seaside clothing line. Woof!
T-shirt marketing and tourism go hand in hand. Hard not to search for the best t-shirt or hat during a vacation. I think one of the biggest PR coups was President Clinton jogging in his Black Dog gear following his visit to the island. Now that's product placement.
Agree on t-shirts being big business. T-shirts have meaning for all different scenarios. I can tell you every volunteer event, holiday, etc. that I acquired each of my t-shirts. Of all my t-shirts, my favorite has to be my college tee that I bought orientation weekend my freshman year. My college t-shirt has so many holes it will most likely only make it through one more wash cycle. Like vacations, people like college tees because they can display their school pride. Some people may purchase tees to hold on to vacation memories. Judging from the love I've shown my t-shirt, I guess I'm just holding on to my college years!
Agree on t-shirts being big business. T-shirts have meaning for all different scenarios. I can tell you every volunteer event, holiday, etc. that I acquired each of my t-shirts. Of all my t-shirts, my favorite has to be my college tee that I bought orientation weekend my freshman year. My college t-shirt has so many holes it will most likely only make it through one more wash cycle. Like vacations, people like college tees because they can display their school pride. Some people may purchase tees to hold on to vacation memories. Judging from the love I've shown my t-shirt, I guess I'm just holding on to my college years!
Speaking from a college campus, I can say first-hand that t-shirt marketing is everywhere, and it's effective. Young people may be the easiest to target. Whether it is a Michigan Footbal tee walking toward you on the sidewalk or one of the classic American Apparel "deep-v" shirts that are coveted by college fashionistas, students are paying attention!