The Jacket Maker's #HangOnToIt Concept Honors Reliable Relationships
Niko Pajkovic — October 4, 2022 — Fashion
References: thejacketmaker & thejacketmaker
The Jacket Maker, a premium direct-to-consumer outerwear brand, has launched its newest campaign called '#HangOnToIt.' The new campaign celebrates the beauty of reliable, long-lasting relationships and features a video depicting a montage of moments in the lives of five individuals. The idea behind the video concept is that these five strangers meet by sheer chance and go on to become inextricable parts of each other’s lives.
These themes, which are centered around the value of enduring relationships, serve to support the campaign's key message: a worthy leather jacket is a jacket that not only lasts but becomes more familiar and dependable with each wear.
"I believe in a time when everything seems disposable, it is more important than ever to revive the art of holding on to people, places, and possessions because it is the human ability to create rich and meaningful relationships that make life worth living."
Image Credit: The Jacket Maker
These themes, which are centered around the value of enduring relationships, serve to support the campaign's key message: a worthy leather jacket is a jacket that not only lasts but becomes more familiar and dependable with each wear.
"I believe in a time when everything seems disposable, it is more important than ever to revive the art of holding on to people, places, and possessions because it is the human ability to create rich and meaningful relationships that make life worth living."
Image Credit: The Jacket Maker
Trend Themes
1. Celebrating Long-lasting Relationships - Brands can create campaigns that celebrate the value of enduring relationships to promote loyalty and long-term customer retention.
2. Emphasizing Durability in Products - Manufacturers can highlight the longevity and dependability of their products as a selling point and capitalize on consumer desire for reliable and high-quality items.
3. Reviving the Art of Cherishing Possessions - Businesses can tap into the trend of creating meaningful connections with possessions and promote the idea of investing in quality items that can be cherished and passed down through generations.
Industry Implications
1. Fashion Retail - Fashion retailers can create campaigns and products that emphasize the value of durable and timeless fashion pieces, promoting long-term customer loyalty.
2. Consumer Goods - Consumer goods manufacturers can focus on creating durable, high-quality products that promote long-term customer retention and word-of-mouth advertising.
3. Luxury Brands - Luxury brands can highlight the enduring value of their products and promote the idea of investing in long-lasting items as a status symbol.
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