Have you heard the rap song about Ross, yet?
When I did, my heart swelled: I Finally. Had. An. Anthem.
Yes, I’m a die hard bargain shopper as well as a hip hop fan….Whoever thought the twain shall meet???
Well it has in this spend-thrift ditty called “I got it at Ross” by Abraham Linkin.
Now, the jaded “web head” in me immediately jumped to the conclusion that this is a viral marketing campaign for the discount fashion retailer. But then I thought, “rrreally… Ross: Dress For Less let some anonymous, cool, social media agency scour the streets of San Fran for two dudes that rap about anti-bling, anti-gangster, real world experiences on a broke ass ghetto blaster in Dolores Park and convince them to write a jam about Ross for heaps of corporate payola.”
Hmmm, yeah doesn’t sit right with me. My personal feeling is that this rap reflects the changing face of “luxury” or the “New Luxe” we’ve talked about since the recession hit. It’s an esteem boost that doesn’t come from parading around in the top of the line name brands, but from finding the best bargain.
And in the true spirit of Brand Sanctuary™, these guys are merely expressing their “love” for a store that is helping them stay freshly attired during tough economic times. Yeah, there’s probably a good dose of ironic, hipster, tongue-in-cheek-ness but, for me, it’s got all the requisite ingredients that make me want to “share” it around my corner of the web.
Even if my first thought turns out to be right…well…jeeze…More power to Ross AND Abraham Linkin who are both getting talked about right now!
