Under Scanner : Suit Supply and Swarovski : Diversity - A Customer Acquisition Ploy?

Image: Suit Supply


Dutch men’s clothing retailer Suit Supply, known for 'controversy with their advertising strategy', did it again. 'Everyone' is talking about its SS18 campaign, showing kissing men. Nothing wrong with kissing men per se. But is it a celebration of love or merely another marketing ploy, a pretentious technique using diversity just for the sake of it? 

How committed are these brands to LBTQAI+ Inclusion?

We know of incessant branding push during the Pride Month and there is a term for it: Rainbow Branding. We feel the same push during Women's Day or Black History Month. Are these brands really committed to the cause because action shows the commitment! Just raising a flag and changing the logo once a year - that's not a 100% commitment. Or is it? 

We see it as somewhat of a ploy and a forced affiliation with causes to remain relevant.

Swarovski's 2017 holiday TV campaign showing model Karlie Kloss hosting a Christmas party, with guest including Naomi Campbell and Boy George and a dozen other "diverse" folks charging into the thick of the fray. Despite the big names, though, it all looks a bit forced, in your face advertising. It seems only exaggerated than authentic. Is it really the dose of sparkle or the lack of it? Is it really the diversity of perspectives or pure marketing innovation - put up a massive representation of a Diverse cohort to sell your wares and pretend to be inclusive? 

Although Swarovski's efforts in making diversity more visible in the mainstream is exemplary, this advert does seem a bit off, frankly.


Many organisations work on the surface level while remaining ignorant to the challenges of the communities they pretentiously represent in their marketing campaigns.
Any thoughts, readers?


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