Mixing Religion and Retail – Does It Help or Hurt Your Brand?

Over the holidays I spotted a shopper at the mall sitting with a bright yellow bag on her lap. Then, I noticed it had John 3:16 printed on the bottom of it. Even semi-devout people know that is not just a Biblical reference; it’s THE reference that separates old-testament believers from new. It is the one that says "For God so loved the world, that he gave his only begotten Son, that whosoever believeth in him shall not perish, but have everlasting life."

The marketer in me was piqued and I asked the girl where she got the bag. I was even more surprised when she said Forever 21. This is not a brand I align with hardcore Christian values. In fact, it has a controversial past with lawsuits concerning intellectual property and use of animal fur. I was betting that the bag came from something like a seasonal kiosk selling religious gifts.

The other day, when I spotted it again, this far outside of the holiday season, I decided to investigate. I couldn’t get over the fact that such a mainstream fashion brand would take the risk of putting such a polarizing mark on their bags. Especially when their primary demographic is Gen-Y’ers, a group notoriously vocal about not being force-fed religion. But, judging from the high volume of yellow bags floating around the mall, it did not deter shoppers at all

My research turned up other brands that have been doing the same thing and are apparently responsible for inspiring Forever 21’s devoutly Christian owner. Apparently Chic-fil-A, Hobby Lobby and In-N-Out Burger also incorporate their faith into their marketing.

In the current climate, we as marketers have become accustom to wincing when our clients suggest anything that threatens to eliminate an entire demographic unnecessarily, even if we ourselves are believers in or advocates of the tenant they’re supporting. It’s just bad business to mix personal beliefs with brand marketing, right?

But the thing is, in all my hunting, I found little to no evidence of shoppers boycotting these chains for their forthright alignment with faith. I have to admit, it’s always invigorating for me to witness a brand breaking the rules and not just getting away with it, but thriving in it. I like to be reminded that we can’t always predict reactions to branding risks. What about you? Would it affect your willingness to shop? Any rule-breaking examples that inspire you?

 

  Jen Wright, Yaffe Rule Breaker