$100 million dollar power of influence
No one knows where or why, but somewhere in the US, sorority girls decided they liked comfort colors brand T-shirts. It started organically with a few Instagram pictures, word of mouth, and even a few blog posts about the new found favorite tee. The chapters caught on as a whole and started ordering in bulk for all their events (and you know sorority girls love their T-shirts) chapter after chapter the word spread about the obsession with these tees.
Meanwhile, Comfort Colors didn’t know what the heck had happened. All they knew is they had to start hustling to keep up with demand. Working in this industry I started getting emails every week notifying us of stock shortages as factories started working overtime to create more tees!
In 2015 the T shirty giant Gildan bought the comfort colors brand for (I hope your sitting down for this)
ONE HUNDRED MILLION DOLLARS
This is 10 times their previous net worth. Not because they had a celebrity endorsement, not because of an ad campaign, but because beautiful world changing girls decided they liked them.
I watched the same thing happen with black-rimmed glasses, the messy bun, yoga pants and whatever the fascination is with the pineapple. What was once considered nerdy, sloppy, or irrelevant turns into a multi-million-dollar business when sorority girls decide it’s cool.
This 100 million dollar power of influence led me to think, “What if girls decided to make something important a 100 million dollar phenomenon?”
What if sorority girls decided a purse made by an artisan in a third world village was the next big thing? What if sorority women took their power of influence and made fair trade more popular? I argue they could totally flip the entire economic model for some third world countries and end poverty for thousands.
And it’s not just about what they buy!
What if this 100 million dollar power of influence was applied to the dating world? What if girls realized their worth and stopped making excuses for a guy who doesn’t know how to hold her heart? In an interview with guys in the writing of my book the guys put it this way:
Ladies, if you really want men to step up and become the real men you
talk about, you must demand it. I’m not saying ask for it, I’m not
saying hope for it, I’m saying demand it. What does that mean? It
means you don’t settle for anything less. It means if you aren’t
satisfied, you walk away. Men will rise up and meet your challenge, I
promise, it’s what we do best. We love challenges. We love it when
women make us step up and work.
If you do this right, you will have men lining up at your door. It seems
counter-intuitive, but you have to understand how much men enjoy
challenge. There is nothing sexier than a woman who has the
confidence to call us out and challenge us to rise up.
-The Good man Project
Bottom line is this, ask any marketing guru and they agree, Sorority Women have 100 million dollar power of influence in setting trends. I’m simply asking girls to use it for more than cute t-shirts.
If you think your college could use this message. I talk about all this and the glue that holds every great movement together, SISTERHOOD, in all my talks.
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