Art Influence in the West by Mary Austin

By Mary Austin

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Hey, we even put the FUBU brand on a men舗s fragrance line for a while, for folks who wanted to embody the full flavor of our urban lifestyle. I don舗t mean to make it personal, but it is personal, and as soon as we get that it舗s personal we can figure things out. We can find our way through the marketing muck and start to own it, at least a little. We can start to make it work for us, at least a little. It all comes down to packaging, and how we present ourselves is the central piece of the package.

It舗s what we do with what we buy. It舗s what we don舗t buy, too. It舗s what the things we buy have to say about us舒what we do with them, how we put them on display or store them for safekeeping or keep them to ourselves. It舗s how we save or splurge in order to pay for the diamond necklace, the Sub-Zero refrigerator, the ultra-slim laptop we really, really can舗t afford but really, really can舗t live without. It舗s the bumper stickers we put on our car舒and the car itself. And, it舗s the t-shirt we buy on vacation, to tell the world where we舗ve been.

Our context. Yeah, you can make some money off a one-shot buy, but it舗s one-shot money. Who needs one-shot money when there舗s long-term money to be had? The idea is to build a viable, sustainable business, not some fly-by-night operation. On the flip side, who needs to make a one-shot purchase, when there舗s a long-term commitment to be made? That舗s what today舗s consumer is looking for, and companies need to understand this basic shift if they舗re looking to capture any kind of serious market share.

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