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Predicts Diversity At Retail Inspired by Election Fashion Article Posted November 18, 2008 |
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Predicting niche market consumer trends as the only hope to boost retail's lackluster sales, the Orange County surgeon turned fashion designer believes his company's positive message appeals to a growing core of loyal customers and he forecasts that other brands and products with a strong unity platform could engage shoppers and provide meaningful sales opportunities for retailers in the bleak months to come. Using cultural iconography like postage stamps and travel souvenirs, Ethnicitee screen prints snapshots of Rwanda, the mythology of alien encounters in Nicaragua, a peace campaign from the Cayman Islands and vintage artwork from the Yugoslavian Red Cross onto its womens and mens tees. Most artwork is licensed from directly from governments with a percentage of proceeds donated to causes from each nation.
Forward thinking innovators like Target have had much success with this format, specifically its Global Bazaar where shoppers are introduced to products from far-flung regions like Africa, Indonesia and Mexico. Spotting a big hole on the Better Department selling floor, Ethnicitee plans to expand its product range for Spring 2009 and beyond. Ethnicitee sells its Made in California tees to specialty retailers nationwide including Gary's in Costa Mesa and On Board in Laguna Beach. The company's online portal attracts orders from blogs and social networks worldwide. Ethnicitee supports a diverse platform of philanthropy, actively funding efforts in war-torn regions around the globe and contributing substantial profits to cause marketing. A recent link up with Charity:Water generated proceeds for the fund's safe drinking water initiative. For more information, please visit www.buzzflikr.com or www.ethnicitee.com
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