Ed Hardyed hardy tattoo taboo?

Ed Hardyed hardy tattoo taboo? by Robyn Lynne Schechter January 7, 2010 issue Recently, while on Facebook, I was prompted to join a group called “Thanks to Ed Hardy I Recognize Morons Right Away.” Once the epitome of trendy fashion, Ed Hardy has fallen out of favor – big time. The Facebook page has 342,644 fans. That’s a lot of people. So, what happened to Ed Hardy and what is the brand doing online to strengthen its image? Christian Audigier, the mastermind behind Ed Hardy, is often referred to as a fashion designer.Fashion News But he is actually more of a marketer. Teaming up with legendary tattoo artist Don man ed hardy in 2004, Audigier acquired the exclusive rights to Hardy’s designs. Hardy, a graduate of the San Francisco Art Institute, started tattooing in 1966 -- a time when the art form was considered to be counterculture. Hardy turned down a full scholarship offer from Yale’s Master of Fine Arts program to become a tattoo artist. The christian audigier showcases the brand’s popularity with celebrities – even though, in reality, the notion of exclusivity surrounding the brand faded long ago. The site offers many links to photos of celebrities wearing ed hardy sunglasses or stopping by its stores. In this regard, the website taps into the emotional connection consumers have with celebrities by highlighting those who are always popular (Madonna), those who have passed on (Michael Jackson) or those who are up-and-coming (Twilight teen star, BooBoo Stewart). Though the site’s overall design lacks creativity and personality, it is easy to navigate and allows consumers to shop, read related news, and find stores. It does effectively combine promotion and practicality.