According to CNN, the Obama campaign pocketed a hefty amount of change (if you call $40 million dollars change) due to the clever idea of marketing his slogans to high end designers. Overall, President Obama’s campaign raised about $644 million dollars, so $40 million dollars is very impressive to have come from a couple of T-shirts. Money has become the name of the game in most political campaigns, meaning that every new dollar adds value.
Not everyone considered this move to be genius though. The Republican Party, for example, found this form of lavishness inappropriate for tough economic times. Some of the designers included in the lineup were Marc Jacobs and Derek Lam just to name a few. To be fair, these brands are expensive but hey, there are some people out there who could afford it and were willing to purchase the items to see President Obama reelected.
I think the idea was incredibly smart, especially since majority of Obama’s supporters are young and obsessed with “swag.” Obama and his team had celebrities such as Beyonce wearing the paraphernalia, which was also a great idea. It sounds like the Republican Party has a case of sour grapes, when they could really learn from the Obama campaign on how to appeal to our youth; which continues to be an issue for the GOP.