Retail Merchandiser - November/December 2017 - 65
Texas A&M University
'47 is unique because
they believe the natural extension of the
brand is through brand
that was up was '47. When you tie in all these engagement
opportunities, it puts a premium value on the brand."
Thanks to its connection to '47, Texas A&M takes part in Operation Hat Trick (OHT), a nonprofit that supports U.S. veterans with proceeds from the sale of merchandise. "One of our
core values at Texas A&M is selfless service," Hinckley says.
The organization also is a good fit for the university, with
its status as a former military school. Many Aggies, he adds,
have gone on to serve in the military. "The group that had
the exclusive [contract] on Operation Hat Trick was '47,"
The university, he notes, was excited to launch Texas
A&M/OHT branded '47 headwear and apparel, and plans
to continue the partnership long-term. "It's important that
we have that service component as an extension of our program," he says.
Texas A&M and '47 plan to continue their partnership at
next year's SXSW. "We're going to continue to push the lifestyle message for them," Best says. "They're very proactive
with the ideas they're bringing to us."
The future also will include more brand engagement,
Hinckley predicts. This will involve "more activities, more
use of micro-influencers and creating a premium experience
that's going to drive our brand growth," he says. O
'47 is a global sports lifestyle brand that offers
products at the Barnes & Noble location on the
Texas A&M campus.