Great marketing can make a show from every situation as in case of when Donald Trump has told to Hillary Clinton some strong phrases in a presidential debate in October 2016. «Nasty Woman» — what does it mean now: a tagline, or a sign on a T-shirt, or something deeper and more serious?

How has it started? We know white shirts with red hearts and an inscription «Nasty Woman.» Exactly they were on Brinkman`s «Google Ghost» Shopify page with 50% of their proceeds to be donated to Planned Parenthood. At the same time she created a post with one of the tees to both her personal Instagram and the @googleghostpress Instagram account. Thousands of buyers ordered these shirts per the night. «I put it online, thinking I`d sell four or five shirts to some friends,» said Brinkman. «But a friend of mine, who is a tattoo artist with about 40,000 followers, reposted it — and from there, it took off.» By the way, the celebrities like Katy Perry and Will Ferrell bought it too. So, the estimated number of T-shirts sold has exceeded 16000, Planned Parenthood has had $100165 from the sales. «It was really important to me to not just have a bunch of shirts that cashed in on the momentum,» commented Brinkman. «I wanted to create a sustainable business that gives back.» She added that «two big-box retailers approached her to sell her designs, but she turned them down, as that meant the shirts would be manufactured abroad and would no longer benefit Planned Parenthood.»

"Nasty Woman": How To Make America Nasty Again

"Nasty Woman": How To Make America Nasty Again

In fact, it`s obviously not about fashion — it`s a simple marketing in the sphere of policy and rights. It`s a reaction to the acts of Donald Trump. Women, who sell these clothes, are declaring «The Future Is Female» or «We Should All Be Feminists» (courtesy of Dior, who borrowed it from author Chimamanda Ngozi Adichie). Surely, Instagram is a very effective channel of communication in this movements. «Style and fashion have power in expressing political views by influencing a larger crowd to demonstrate support for a given cause. Instagram helps to reach that larger audience, and drive momentum and virality,» said Céline Semaan Vernon, CEO of Slow Factory, an eco-friendly and activist-driven online store. «In that sense, Instagram plays the role in distribution in the same way that a brick-and-mortar store might. It`s showcased there because traditional media and retail doesn`t really get it.»

"Nasty Woman": How To Make America Nasty Again

"Nasty Woman": How To Make America Nasty Again

"Nasty Woman": How To Make America Nasty Again

"Nasty Woman": How To Make America Nasty Again

Moreover, Semaan Vernon notices the pink knitted «pussy» hats because of it identifies with the Women`s March. On Instagram the hashtags #pussyhatproject and #pussyhats have gotten more than lots of posts of photos, speeches, videos and it promotes not only T-shirts but the ideas too. «Instagram is only going to grow its role, in terms of distributing indie products that have a mission or value attached to the cause,» Semaan Vernon said. «There`s a fine line, though: Is the brand ethical? Is it exploiting a hashtag that’s not meant to be about consumerism? The thinking can’t be: If you get this T-shirt, you`ll buy your ticket to heaven.» Also, the other feministic slogans, for example, «The Future is Female» is used on Instagram in the same way to promote independent women or plans of the Women`s March company. Sometimes they launch competitions or challenges. «It`s definitely a form of slacktivism,» said Max Lenderman, CEO of cause-driven agency School. «But it`s an improvement on people clicking the like button or retweeting a sentiment. Slacktivism that`s revenue-driving is progress.» «I was struck by the incredible creativity seen at the marches,» Lenderman added. «And Instagram is the new conduit for this. People are conditioned to look for trends there, and see what other people are doing and particularly wearing, so it`s an interesting platform for apparel activism. Plus, it still has a community, less commercial feel that Facebook has lost.»

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