Marketing the Rainbow

Retailers - in this case mostly supermarkets and department stores - depend on their product range, the price level, but most importantly image. Shoppers want to be associated with the brand: the names of Saks Fifth Avenue, Barney's, Harrod's and Bijenkorf have become iconic names in itself. They all have a loyal crowd of customers, and this is what the stores are after: brand loyalty, resulting in repeat visits and increased spending.

The profile of the average gay household in this respect is basically "more disposable income and desire to spend". This, coupled with the fact that gays are often seen as trendsetters, makes them an interesting demographic


  • Amazon, the adventures of a trillion $ company
  • Banana Republic, a real-life couple in a life-style ad 
  • Benetton, the photo of one billion 
  • HEMA: Dutch retailer loves everybody
  • H&M, trans attention and hilarious celebrities
  • JCPenney, how Ellen changed the face of JCP
  • Robert Dyas, the most awkward inclusive commercial ever
  • Sainsbury's, where diversity only comes once a year
  • Target, bloopers, boycotts and support
  • Walmart, from conservative giant to LGBT ally
  • Zeeman, Dutch discounter goes pinkwashing 

Coming soon:

  • Zalando
  • Macy
  • Barney's
  • Nordstrom
  • Home Depot
  • Albert Heijn


~ case studies ~