Dress to Impress

Who is Kevin McCormick and why is he a better marketer than you?

Well, he's an ordinary guy (a consumer, if you will) who has realized an extraordinary accomplishment in the form of a website called dresskevin, with a succint and simple tagline, "I didn't know what to wear, so I made a website." Indeed. A Website that has been featured on CNN, Good Morning America and CBS's Early Show!

Kevin put a website together based on the simple insight that he - like millions of other clueless males (especially the ones without wives with taste) - wasn't all that good at the tough decisions in live, like...you know, dressing to impress and dressing for success.

So long story short, every day he turns to a community to make the decision for him and he wears the clothes that have been selected for him.

It has shades of million dollar homepage all over it, from a voyeuristic perspective.

And now the million dollar question....where are the brands? Where is Banana Republic? Where is J Crew? Where Golden Palace? At a time where spontaneous and opportunistic trumps linear and predictable every time, it is this kind of 15 minutes of fame that can give brands the kind of staying power they need to stay above the fold.