Why are urban, professional women buying construction worker overalls?

 This week I read this really interesting style piece on WSJ: https://www.wsj.com/style/fashion/high-fashion-or-hunting-gear-why-chic-city-women-are-shopping-at-traditional-sporting-stores-ca4de233?mod=style_feat2_fashion_pos4

The article states that there is a rise in interest in brands that have traditionally been considered entirely functional, and even overtly ugly. Brands like Ariat and Barbour have been taken up by the fashion set for quite some time (I own Ariats and was *this close* to getting my husband to buy himself waxed Barbour jacket). Extending this trend, I've noticed an uptick in my friends showing up to parties in Carhartt jackets. What's going on?

From a marketing perspective, it appears that traditionally functional brands are identifying new segments to target. We can see this in a range of products. The ubiquitous Stanley cup once belonged to a brand that made twist-top thermoses that my dad swears by. Today, I can't find the Stanley in the light pink color I want, because it's entirely sold out. Then, my sister-in-law showed up to a party in a Carhartt duck jacket, and completely stole the show. Put together, this demonstrates a trend in which functional, traditionally niche brands are developing new marketing strategies to expand their customer share.

Traditionally, companies like Ariat, Stanley, Barbour and Carhartt have focused on functionality and long-standing customer relationships. They have built brand trust through consistently demonstrating quality, but presumably they've noticed that there's only so many camping thermoses one family needs. So, they are identifying a new target market, and matching their marketing and pricing strategy to these new individuals as well. Stanley cups now run about $40 each, whereas their original thermos is only $35, even though it has additional features. Why? It seems the answer is that the Stanley cup needs to compete as a status symbol against other high-priced, vacuum-sealed cups like Yeti. By creating limited run colors, they are increasing demand and driving up price. And, catering the aesthetics of the cup makes it social media friendly, a value-add to younger customers (but not to my dad). 

In the meantime, I'm figuring out how to style my new Carhartt overalls, so I suppose the marketing strategy is working.