North Face, the Denver clothing company founded in 1966 to supply hardcore mountain climbers, has joined the hardcore transgender marketing trend.
In advance of Pride Month, the company rolled out a video ad featuring a grotesquely styled man in women’s apparel, makeup, and hair — something that was off-brand for the rugged look for which the company was once known.
In the commercial, drag queen ‘Pattie Gonia’ [a reference to competitor Patagonia] tells the viewers, “come out… in nature with us!” and says he is a “real life homosexual.”
He doesn’t look ready for nature.
Shares of North Face’s parent company, VF Corp, dropped sharply on Wednesday, the day after the “come out” pride ad was rolled out.
The company has an entire line of rainbow clothing in its online catalog.
Similarly taking stock hits are retailer giant Target, which has an in-your-face entryway display marketing gay and transgender apparel, accessories, confectionaries, and toys for all ages. Target stock dropped 2.84% on Thursday, and slid over 10% in the past five days.
Target has changed its displays in some southern states after the heavy gay-trans marketing at front entryways drew strong objections from customers, but in Anchorage, the displays are still the first thing people see when they come in the door.
Anheuser-Busch stock continues to suffer, even as the beer-drinking months approach. After the company identified Bud Light as a transgender favorite, it’s having a hard time giving away the product, and although the company stock is holding steady for the year, it’s taken a huge hit since it rolled out its Dylan Mulvaney transgender campaign in April.
According to MarketBeat, shares of Anheuser-Busch InBev SA/NV have been given a consensus rating of “hold” by the 14 brokerages covering the company. Two investment analysts rated the stock with a sell, four have assigned a hold, and six have given a buy recommendation to the company. The average 12-month target price among brokers that have issued ratings on the stock in the last year is $64.60. Currently, the price on Thursday midday was $56.81.
