Retailing students working on marketing plans for new plaid
If you’ve ever lamented over being unable to find that perfect garnet and black plaid bow tie to wear to the tailgate, you’re in luck: USC is about to select its own official tartan.
Voting is underway to choose among three garnet, black and white patterns. Up for vote are “Tartan and Feather,” “Old Cocky” and “Royal Rooster,” designed by Collegiate Tartan Apparel.
“Being in retailing, we understand the importance of branding,” said Marianne Bickle, director at the USC Center for Retailing and a retailing professor who has led the effort to choose the university’s signature tartan since 2010. “We know this company and they presented the tartan to us, and we embraced the opportunity to do this with our brand.”
The project has also given way to several marketing opportunities for retailing students.
“Students are going to help design the marketing messages. They’re working with a marketing team in the project on how to market the tartans,” Bickle said. “They’re also working on how to sell the products and how to display the products.”
Some of these students are in a promotional class dedicated to this project, Bickle said. Currently, they’re managing the contest’s Facebook, Twitter and Pinterest pages.
Once voting closes March 11, the tartan will have been chosen and items bearing the pattern will start being manufactured. Bickle said they are unsure what the first plaid products will be but that some may be available by spring graduation.
When taking the survey, subjects are asked what items they would like to see the pattern on. These items range from bow ties and blankets to pajamas and dog collars. Eleven total options are given to respondents.
“We will keep adding other products, depending on how well they do,” Bickle said. “We’re not sure what they will be yet, though.”
Currently, only 17 other universities have an official tartan. Once USC’s is chosen, it will go through the official registration process with the Scottish Register of Tartans in Edinburgh, Scotland.
Bickle said the response to the contest has been extremely positive.
“It has been an overwhelming success. People have been giving us wonderful support for it,” she said. “I think it is a testament to the true Gamecock spirit. People really like the Gamecock brand, but also how we tied it into our colors. We’re being true to the garnet and black.”