Category
Fashion
Scaled Restraint
3.2
Trend score
Trend
What is the Militant Appeal trend?
Militant Appeal: While American politicians flip-flop on the issue of war, Millennials take a rebellious stance using their bodies as billboards to promote personal beliefs of patriotism. Exposure to heart-wrenching events during the age of terrorism forced brands to address crisis by equipping consumers with products of Americana pride and nationalistic honor. This shift in consumer desire for antiquated liberal expression resonates with the younger demographic because even the oldest Millennials came of age as the U.S was partaking in armed conflict overseas.
Trend themes
Themes within the Militant Appeal trend
Three behaviours holding the trend together01
Patriotic Fashion
Brands are creating patriotic fashion products that resonate with consumers looking to show nationalistic honor and Americana pride.
02
Military-Inspired Marketing
Brands are using military imagery and inspiration to promote products and campaigns, tapping into patriotic sentiment and honoring the sacrifice of military personnel.
03
Military-Supporting Business Model
Companies are making a difference by creating business models that provide opportunities for military personnel and their families, such as portable careers for military spouses and employing veterans.
Industry implications
What the Militant Appeal trend means for industry
Where the trend changes the playbookFor
Fashion
Fashion brands are creating patriotic items, such as military-inspired apparel, in response to consumer demand.
For
Marketing
Marketing campaigns that utilize military imagery and themes can strike a chord with consumers, especially those with patriotic sentiment.
For
Social Impact
Companies that support veterans and the families of military personnel through innovative business models have the potential to make a significant impact and create a loyal customer base.
Workshop question
How can your brand better advocate for the causes your customers care about?
Trend signals
Trend signals for Militant Appeal
Trend score 3.2 out of 10, from popularity 34%, activity 53%, freshness 8%.
Popularity34%
Activity53%
Freshness8%
Audience
30%Men
70%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Militant Appeal trend
5 featured examples from Oct 5, 2015 to May 27, 2016CategoryFashion
Sultry Military Fashion
The Anthony Vaccarello Spring Line Brought Sexy Militant Apparel to Milan
Opportunity for disruptive innovation in the fashion industry to create military-inspired apparel for both daywear and eveningwear.
CategoryFashion
Utilitarian Beard Oil Branding
Bohica is a Patriotic Men's Grooming Range Made in America
Cosmetics companies can explore the untapped market of veteran consumers by creating products and branding that align with their values and experiences.
CategorySocial Good
Military Spouse-Designed Handbags
The R. Riveter Bags are Inspired by the American Military
Opportunity for fashion brands to collaborate with military spouses to create unique and meaningful accessories.
CategorySocial Good
Military-Honoring Sports Apparel
The NBA's 'Hoops for Troops' Campaign Features Patriotic T-Shirts
Sports apparel companies can create collections that honor military service members and donate a portion of sales to charitable organizations.
CategoryFashion
Female Veteran Clothing Collections
The Lady Brigade Line Features Patriotic Clothing for Veterans
Disruptive innovation opportunity to create specialized clothing lines to cater to the fashion needs of female veterans.
