Hoping for Notice

Often the best marketing is the most outrageous. This is risky, however, because the stunt needs to reinforce your brand. Recently a clothing store called the South Butt gained nationwide publicity with North Face sued them. Without the lawsuit, the South Butt would have toiled in obscurity in St. Louis. The About page for the South Butt says "...all I ask is that you make decisions and purchases based on what you like; not what you are expected to". Hopefully his clothes will reflect the same alternative approach as his positioning. He has the opportunity if he seizes it.