Being the Stereotypical Man Yeti Marketing Is Targeting
As someone who feels passionately about luxury handbags, it is wildly frustrating when men openly sneer at the thought of spending money on a purse, sometimes going as far as admonishing the purchase of a bag from a top fashion house. I’ve been fruitlessly searching for a relatable token to offer the opposite gender, anything to bridge this ideological ravine. This Fourth of July, sitting in a circle on the beach amongst four dads, all with their Yeti coolers pridefully displayed at their feet, carefully arranged so the logo was visible by every seat in the circle, it hit me – the preeminent status symbol in hierarchy defining goods that men will purchase without batting an eye at the price tag, knowing there are cheaper and entirely functional alternatives, yet blindly paying a massive up-charge just for the power to parade a logo, knowing they’re not just buying a product but a full persona, is the Yeti cooler.