Dive Brief:
- Upon opening an e-commerce store on Hillary Clinton's campaign website, Team Hillary introduced the "Everyday Pantsuit Tee" -- a t-shirt screen-printed with the image of a pantsuit.
- The pantsuit has become Clinton's (sometimes mocked) signature look, and brand experts say the buzz around the "pantsuit tee" could both cement her brand and soften her image as she attempts to obtain the Democratic presidential nomination.
- Q Scores Company President Steven Levitt told Adweek he thinks pushing out the t-shirt was a bold move on the campaign's part, but reasoned, "They're thinking, 'Let's try and be like a consumer brand rather than a hard-nosed political figure. Let's try and soften up what may be a hard image, and let's really treat it like a brand."
Dive Insight:
Britt Fero, head of strategy at Publicis Seattle, pointed out to Adweek what the Clinton campaign was likely striving for with the pantsuit tee: relatability. Clinton is taking back a part of her brand -- that has often been negatively portrayed in the media -- and owning it. "Some of Hillary's problems in the past have been relatability, and I think that hurt her in the last election," Fero explained to Adweek.
By being a bit self-deprecating, it makes Clinton a bit more human.
The question is, will it sway voters? That might be a stretch. Voters who find the pantsuit tee humorous are likely to already be Clinton supporters. For his part, Levitt says if what the Clinton campaign is seeking to do is to reshape her brand, then they may need to go further.
