05/08/2006 07:23:00 AM 
In response to anti-fast food propaganda such as "Supersize Me" and "Fast Food Nation," McDonald's PR fleets have been scrambling to create "crisis management" strategies. What goes into crisis management for a multi-billion dollar fast food giant? Apparently apparel.
McD's has created a line of vintage-style tees printed with long-retired McDonald's logos and ads. And with no shortage of marketing budget, the T-shirts have made it onto racks in some upscale boutiques and into photo shoots with high-profile celebs. And they retail for $55!
The T-shirt fad is an obvious target for almost any brand. Nothing sells more easily. But the McDonald's move is a bit perplexing. High pricepoint hipster tees usually fall into two categories: au courant designer labels, or old-school, ironic brand names. Clearly, McDonald's is no Seven or Juicy; so are they consciously aiming to have consumers sport their tees ironically? And does it matter anyway?
This may be a case of McD's making lemonade with the lemons that the obesity crisis handed them. If a 22-year-old girl who wouldn't touch a Big Mac with a 10-ft pole will throw down $55 to don a form-fitting "Mac Attack" t-shirt, then it may be "Mission Accomplished" for the Crisis Management team. Irony or no, as long as the money's coming in, McDonald's still wins.
The 7 people who work at the consultancy write Influx Insights, but we are keen to encourage more guest writers. Sarah Rich is our first one. Sarah is the Managing Editor of Inhabitat and World Changing , as well as a freelance journalist and brand identity copywriter. Sarah has also written for Dwell, ReadyMade, Innovative Home and Snohetta.
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