Ketchup

Nissan is attempting to engage with the underground ‘tastemaker’ via a take on the guerrilla retail concept.  Ahead of the launch of its Qashqai model, Nissan will sell a range of branded clothing and merchandise at “fashion” markets including London’s Camden and Spitalfields.
This activity follows a successful online viral campaign involving a fictitious urban sport named Qashqai Car Games, and seeks to bring it to life in the real world.
As a representative of the target consumer (25-35 yr old Urban males) I’m of the opinion that this is trying too hard to be cool.  Whilst the guerrilla retails concept is a great one, it also relies on the fact that the product is desirable or in some way difficult to attain – Santa’s Ghetto, Commes des Garcons, American Apparel all being great examples. 

I don’t know anyone that would be driven (excuse the pun) to wear automotive branded clothing (unless a luxury marquee), and certainly not amongst the demographic that is seen shopping at “fashion markets”.  I do think they’ll sell some gear though, but to tourists and a tiny ‘ironic’ fashion crowd, who almost certainly won’t be tempted to buy a car.