My office wall once held a framed print of Rosie the Riveter, the WWII poster of a strong female factory worker, shirt sleeves up, showing off her guns. The inspirational message, “We Can Do It” got me through many of my own productions. In an ironic twist that would amuse Rosie herself, I was asked to take it down lest it appear sexist.
But Rosie is back in the form of a contemporary production soldier, albeit unemployed. She and her male counterpart, “Uncle Sam” are featured in ads from Syms. The clothier is running a “Suit Camp” promotion to give away 30 suits in as many days to job seekers. Consumers can register to win a suit, a makeover, and a session with an interview coach. In an effort to gain younger customers, the promo originally targeted 18-38 year olds but was soon changed to 18 and up when older, unemployed consumers expressed interest. In just three weeks, more than 5,000 people have registered, double what was expected.
It seems breadlines are top of mind these days but not always in the way you’d expect. Panera has set their sights on the breadwinners who are still working with prices that are anything but recessionary. They say they are focused on the “90% (of Americans) that are still employed”. It seems counterintuitive to offer a $16.99 lobster roll when even the rich are cutting back on conspicuous consumption with what has been labeled “luxury shame”.
I admire Syms and other companies that develop promotions that acknowledge the topical climate and set out to do something, however small, about it. Yes, they benefit from the publicity and hopefully, a new consumer base but there is some altruism in there, too. Sometimes a new suit is all you need to feel armed and ready to take on the world. Just ask anyone in uniform, like Rosie.
