Kamala Harris' Vogue-ready campaign merchandise may be another big marketing win
- Kamala Harris got some of the country's top designers to design her new campaign merchandise.
- The 16 collaborating designers include Vera Wang and Tory Burch.
Vice President Kamala Harris and her running mate, Gov. Tim Walz, are pulling out all the stops to move the needle for voters, including collaborating with the country's top fashion designers.
In an email blast on Thursday, the Harris-Walz campaign merchandise team said that it had just launched its "Designers for Democracy" collection.
The email said the new rollout features "new, exclusive, Vogue-featured merchandise crafted by renowned designers."
Apparel, tote bags, and hats by 16 designers, including Vera Wang, Tory Burch, Prabal Gurung, and Thom Browne, are now available on the campaign website.
The collection echoes President Joe Biden's designer-packed "Believe in Better" collection, released during his 2020 run.
Designer merch for Harris-Walz
The clothes are simple: solid-colored T-shirts, sweaters, scarves, and socks with slogans like "Reproductive Rights Now," "Vote Democracy," and "Harris 2024."
Prices range from $35 for the "Tory Burch Vote Democracy Tote Bag" to $85 for the "Willy Chavarria Kamala Sweatshirt," and "Floral Ulla Johnson Our Bodies Our Vote Hoodie," among others.
Experts say exciting merch can drive donations
Designer merchandise can boost donations to the campaign, experts say.
"Exciting merch certainly can drive donations," said Christian Grose, a professor of political science and international relations at USC.
He said these collaborations will help with "small-dollar donations" and "create favorable buzz around microtargeted groups who are fans of these designers."
Hal Hershfield, a professor of marketing, behavioral decision-making, and psychology at UCLA, echoed Grose's sentiments.
"Collaborations like these ones could certainly help to energize the base and bring in more money for the campaign, " Hershfield said.
However, experts BI spoke to say the collection is unlikely to attract Trump-leaning voters.
Hershfield said the collaborations target a segment of the population that's likely "already leaning progressive."
"You'd be more likely to see a collaboration move the needle toward Harris/Walz if it was done with a brand that might otherwise appeal to a conservative-leaning audience," Hershfield added.
"Camouflage caps and designer merch may generate a little money and enthusiasm, but it won't win over any new voters," said Jonathan Aronson, a professor of communication and international relations at USC.
Aronson was referring to the camouflage hat that the Harris-Walz campaign released shortly after Harris chose Walz as her running mate on August 6.
The hat bore a passing resemblance to the "Midwest Princess" camouflage hat. The original cap was part of Gen Z pop princess Chappell Roan's tour merchandise.
Harris' latest effort to draw in younger voters
The "Designers for Democracy" collection appears to be Harris' latest attempt to attract younger voters, a key priority for her since the start of her presidential run in July.
The campaign has already secured endorsements from star-studded Hollywood celebrities like George Clooney, Barbra Streisand, and Jamie Lee Curtis.
Celebrities popular with younger voters are also backing Harris. The vice president got stamps of approval from Olivia Rodrigo, Charli XCX, and Cardi B. Rapper Megan Thee Stallion also performed at Harris' Atlanta rally on July 30.
Representatives for the Harris-Walz campaign did not immediately respond to requests for comment from Business Insider sent outside regular business hours.