This is gonna be a little disjointed, petty and stupid. Vuori - the brand, maker of spendy but soft athleisure gear - is dead to me. I own a closet full - joggers, t shirts, sweatshirts and shorts. A black zip up Coronado hoodie has been my most worn item of clothing for the last few years - it’s clutch and travels with me everywhere.
But Vuori, because of the influencer based marketing, is dead to me moving forward. I love the gear but I hate the image.
This may be petty on my part. I don’t disagree. The gear is the gear. But the vibe shifted. This itch needed a scratch - for me - when I first noticed Olivia Dunne on nearly every sponsored post and ad that constantly flooded my feed. The marketing from then on has gone deep into influencer BS and leaves me … flaccid.
I bought my first bit of Vuori at REI in 2016 (checked my purchase history out of curiosity).
Anyway, tell me how ridiculous I am. How I should get over myself.
Or tell me about a similar brand whose marketing drove you away while it seemingly sucked everyone else in.
Thank you for your attention to this utterly ridiculous matter.
I get it. Brand identity aligning with personal identity is not an uncommon or irrelevant aspect of how we make decisions. Simms is a huge flyfishing company and had an advertisement openly promoting something I found objectionable. Haven’t considered a single product from the company since that moment. It’s always a risk with marketing decisions, bring in new markets without alienating current or past customers.
I think people should wear/use/drive/consume what works for them, without much regard for marketing efforts. If a company is super evil (however you define that), then skip it. But general image and branding, even when it’s stupid and irritating - who cares.
On the flip side, I don’t care for situations where I like the gear, but the branding is loud and in my face and it’s plastered all over the good/service that I consume. I don’t want to pay for the privilege of being a billboard, even if the underlying gear is good. I tend towards the understated, and have sometimes skipped better gear because it was too ‘loud’ in its presentation.
In your specific case, I’d keep using/buying the Vuori stuff unless you feel like it telegraphs that you’re a douche by association, to a degree that you can’t handle. Influencer antics are annoying but usually harmless. Vuori usually comes off understated to me, so I’d let it ride if I liked the baseline product.
Postscript: I see some irony in the fact that I’m an IP lawyer who deals in trademark issues from time to time. Fuck branding and image and those that make it a high priority. But don’t tell my clients that.
Any Running brand (whether Street, Track, or Trail) that tries to insert itself into the Punk Rock / Skateboarding Venn Diagram is gonna get a hard side-eye from me
I love the Vuori tshirts and joggers as they are super comfortable and don’t scream look at me! I haven’t been bombarded with their ads so will probably continue to support. The brand that always seem to find itself into my sm feeds is Cotopaxi. They’re loud, expensive, and scream tech bro elite douchiness.
Is your concern that (1) you object to their marketing because you dislike the marketing itself or (2) you are concerned that people will think less favorably of you because of that marketing? There is nothing wrong with voting with your dollars — if your concern is (1). It seems a bit petty, but if you feel strongly then act accordingly. But, if your concern is (2), is that realistic? Will people see a person of your age and gender and think about Olivia Dunne?
I find it off putting. Generally distasteful. It doesn’t resonate.
I meant to use Vuori more as an example than a specific casestudy.
I was recently on vacation in Hawaii and the brand seemed omnipresent amongst a certain type of male vacationer with whom I don’t relate. It soured the brand associations somewhat. And my feed was bombarded with influencer content by the brand. Almost like the algo knew where I was and what I was doing.
Maybe I am that certain type of vacationer - but I hope not.
Completely agree on Simms, used to love their products. Then they became too commercialized which is the goal right. Lived in Bozeman so they were a local but not really anymore. Same with LL Bean in the previous generation.
Now live in Idaho and love KLIM gear. I’m not a snow mobile guy but man they make great coats. Well designed in Idaho anyway.
Other brands/chains I don’t participate with anymore Yeti, Dicks Sporting goods. If these companies would just make great product I would buy it but voicing your politics gets you off my list. Whether I agree with or not it’s the basic principle that just making great products is enough. I don’t want to know who you support or don’t support regardless of party.
You are really noticing what other people wear on vacation that closely?
I probably have as much or more Vuori items as you do. I’m going to continue wearing them. In fact, I wore a pair of the wide leg trousers to work today and I’m wearing a pair of the joggers tonight. They have done quite well by me. One trip Southwest/BNA baggage carousel or someone ripped one of my bags nearly to shreds, including a couple of pairs of my favorite Fiori pants. I complained loudly to Southwest and CCed Vuori. They sent me new pants. Southwest cut me a check for all the lost and ripped clothing and shoes.
I feel that way about Carhartt since they have turned away from their work wear roots and in to a quasi fashion brand.
It does feel a bit strange to be wearing the same touque (not toquet, windy) that is now marketed in part to teenaged girls. I guess such is the power of marketing and brand image.
Tangential story: There was a glorious period in my (very Caucasian) dad’s late 70’s when he insisted on wearing a FUBU beanie that he got at a thrift shop. No amount of explanation or cajoling or downright pleading could convince him that it wasn’t really appropriate. He said it fit well and was just the right amount of warmth, and marketing be damned.
