J. Crew, Bluefly, Other Retailers Capitalize on Election Mania

While quiet stores suggest that holiday cheer hasn’t sparked much of an urge to spend in skeptical consumers, a few smart retailers are cashing in on an event that is creating excitement: the presidential elections.

Online retailer Bluefly.com recently launched “Fashion Decision ‘o8,” a portion of the e-commerce site devoted to candidates’ fashion statements. Users can vote on who “rocked statement glasses best” — Sarah Palin with her rimless squared spectacles or Joe Biden with his aviator shades. By clicking on the site’s Shop the Vote button, users are taken to a virtual closet packed with dark suits reminiscent of those that have cropped up on the campaign trail in past months.

Edressme.com is also capitalizing on election enthusiasm with a special “Get the Look Sale” promoting items it claims could be plucked from the wardrobes of Michelle Obama, Cindy McCain, and Sarah Palin. The site’s home page even bears the tag line “Election Fever” in red, white, and blue. And e-commerce isn’t the only channel of retail getting involved in the buzz; designers like Tracy Reese are hosting Nov. 4 parties at which shoppers can purchase clothing while watching televised election coverage.

Yet the luckiest retailers are those chosen by the candidates and their spouses themselves. J. Crew recently nabbed national spotlight when Michelle Obama wore a skirt, tank, and cardigan from the retailer’s Web site during an appearance on The Tonight Show with Jay Leno. Excited J. Crew officials were quick to purchase Google ads touting “the look Michelle Obama wore on the Tonight Show.” Her name was also added as a search term on the e-commerce site, which devotes a special page to her three-piece ensemble. The retailer, however, is careful to keep its distance from political controversy, noting on the page: “All politics aside … this outfit gets our vote.”

Other retailers benefiting from election publicity include Kawasaki, the maker of Palin’s glasses, and Chicago-based designer Maria Pinto. GlassesEtc.com purchased Google screen space to tout the fact that the site, which now features a picture of the candidate, carries her famous frames. Meanwhile Pinto was launched into fashion superstardom when Michelle Obama began wearing the designers looks to a flurry of events and appearances, including a photo shoot for the cover of Newsweek.

It seems focusing on election anticipation is a great way for retailers to keep their minds off the mounting problems in their sector while drawing in customers savvy in both politics and fashion. Yet, I can’t help but wonder if while candidates are utilizing every medium at their disposal to market their message they haven’t began to become walking billboards themselves.