Aug 17, 2017 | By WGSN Insider
It used to be that if you had something to say, you would get the words emblazoned across your chest. You didn’t have to speak about your political affiliations or your sexual preference there was a t-shirt that did it for you. But now, headgear is replacing the slogan tee, as the way to get your point across.
Influenced by the rise of the tour merchandise retail trend, and the increasing number of snappy catchphrases (small enough in size to fit easily on a cap), slogan baseball caps are dominating both Instagram and the retail arena this summer.
And with the changes in the American political arena dominating the news conversation, Trump’s ‘Make America Great Again’ promise, has been remixed and reimagined by brands and retailers, on colourful baseball hats.
The election has had such a retail impact that the Business of Fashion, wrote an article looking at the appeal of this unprecedented amount of campaign merchandise: “Inside the Business of Trump’s Trucker Hats and Clinton’s Pantsuit Tees“. The piece explains that this market has grown considerably in recent years thanks to “the advent of e-commerce — which has made it easier to sell products across the country at scale — as well as the growing importance of marketing presidential candidates as brands.”
But it’s not just political statements showing up on baseball hats; cultural moments are also being etched on to hats. Fashionista.com, the digital media site has launched baseball hat merchandise that says Make Fashion Week Great Again, while a prank Instagram account has taken the phrase and launched Make American Vogue Great Again merchandise. And, thanks to Kanye’s global pop-up stores, his I Feel Like Pablo hats have sold out.
And, consumers love it. “Reflecting the ongoing athleisure trend, the baseball cap emerges as a favourite among festivalgoers globally. Branding and youthful slogans add elements of interest, and are executed in contrasting colours, prints, embroideries, and patchwork,” says Anupreet Bhui, WGSN Senior Editor, Street Style.
The added reason for the mass appeal of the slogan baseball hat? The comfort factor: “The classic baseball cap appeals to the ongoing evolution of the athleisure category,” says the WGSN Accessories & Footwear Team.
So, this summer, the coolest to way to tell everyone how you are feeling, is to rock your cap with style….
Like this? Check out our blog on Tour merchandise: The rise of the artist pop-up store vs traditional retail
Want more? For campaign analysis, brand strategy and tailor made business consultation, join WGSN.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.