I have a lot of respect for Jesse James, creator and owner of West Coast Choppers. Jesse is one of those dudes I have always wanted to meet and talk bikes, culture, and branding. He is an icon for freedom and a guy who pursued his dream in the face of overwhelming circumstances. His brand is synonymous with kick ass!
Then enter Jesse James Work Wear available at Wal-Mart.
I don’t blame a man (or woman) for finding a way to market their brand in any way that they can in an effort to have financial independence. Gene Simmons of KISS – the master of branding and licensing – is very smart for having done this and enjoys the fruits of excellent business decisions. I just don’t see how Jesse James and Wal-Mart mesh.
Even though Jesse will no doubt reap the rewards of his clothing line financially (which he hits hard on the “working man” angle – an excellent marketing tactic) I truly believe this partnership is a mistake from an image perspective and just can’t see it being beneficial for the WCC or James brand.
While I hate to see this deal go down I guess El Jaffe will be laughing all the way to the bank while the working man continues to work hard for his dollar.
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