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Should luxury brands back presidential candidates?

January 10, 2012

 

By Rachel Lamb

Luxury brands are participating in Runway to Win
Select luxury marketers including Marc Jacobs, Diane von Furstenberg, Donna Karan, Tory Burch and Jason Wu are participating in an ecommerce effort in which proceeds from select items benefit the Obama Victory Fund. However, the general consensus is that brands which support a presidential candidate run a much higher risk of alienating consumers than gaining them.

The ecommerce initiative, called Runway to Win, ecompasses luxury goods that are sold to support the Obama Victory Fund, a foundation aiding the campaign for sitting U.S. president Barack Obama’s reelection. However, many experts believe that mixing fashion and politics is not a game that luxury brands should be playing.

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