# Propaganda in Retail Marketing Saks Calls on Shepard Fairey to Lead the Charge By Marissa Brassfield | Published 2009-01-10 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/saks-shepard-fairey References: [theworldsbestever](http://theworldsbestever.com/2009/01/08/saks-hires-shepard-fairey-and-cleon-peterson-to-design-spring-marketing-campaign) & [nytimes](http://www.nytimes.com/2009/01/08/fashion/08ROW.html?_r=4) Street artist Shepard Fairey has one more notch to add to his career's proverbial bedpost: [Saks](https://www.trendhunter.com/trends/mental-health-awareness-campaign) Fifth Avenue. The distinguished department store recently recruited Fairey to create its new [propaganda-themed marketing campaign](https://www.trendhunter.com/trends/people-will-talk). Shepard Fairey's Saks designs include [shopping bags emblazoned](https://www.trendhunter.com/trends/stephen-sprouse) with "Want It!" and a poster that features a young woman, fist upraised, and the words "Arm Yourself." Fairey also recently completed work for the official Inauguration Day poster for President-elect Barack Obama. **Implications** - With this kind of Presidential love being spread around, you can bet there is going to be a ton of propaganda in retail marketing following Shepard Fairey's amazing work. ## Trend Insights (Trend Hunter) - Score: 3.7/10 - Popularity: 45% | Activity: 58% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Propaganda-themed Marketing:** Retail brands can create propaganda-themed marketing campaigns that speak to their audience's ideals and beliefs. - **Collaboration with Artists:** Retail brands can collaborate with artists to create unique and impactful marketing campaigns. - **Intersection of Politics and Marketing:** Retail brands can tap into current political events and social issues to create relevant and engaging marketing campaigns. ### Sectors Adopting This - **Retail:** Retail brands can create propaganda-themed marketing campaigns to increase brand awareness and drive sales. - **Art:** Artists can collaborate with retail brands to gain exposure for their work and create impactful campaigns. - **Political Campaigns:** Political campaigns can use propaganda-themed marketing tactics to mobilize supporters and raise awareness for their cause. ## Related on Trend Hunter - [Street Artist Digitalized Exhibitions](https://www.trendhunter.com/trends/shepard-fairey-1.md) - [Street Art Metaverses](https://www.trendhunter.com/trends/frieze-los-angeles.md) - [Mid-20th-Century Holiday Campaigns](https://www.trendhunter.com/trends/gifts-of-delight.md) - [High-Concept Brand Campaigns](https://www.trendhunter.com/trends/legitimate-you.md) - [Heritage Streetwear Collaborations](https://www.trendhunter.com/trends/reebok-obey.md) - [Provocative Guerrilla Campaigns](https://www.trendhunter.com/trends/mwcurated.md) - [Artwork-Adorned Reusable Bags](https://www.trendhunter.com/trends/reusable-bag-campaign.md) - [Feminine Rebellion Campaigns](https://www.trendhunter.com/trends/songs-of-siren.md) - [Limited-Edition Designer-Forward Collaborations](https://www.trendhunter.com/trends/black-market.md)