One of the world's largest financial services firms shows that they recognize the power of color in fashion. Capitalizing on our desire to wear the hottest hues, the smart marketers at American Express have taken colors off the runway and into their latest promotion American Express COLORISTA.

With all eyes on the runway, fashion followers look not only for the upcoming styles but also for the latest color trends. Savvy retailers and fashion editors know that color gives us a reason to update our wardrobe and is a big part of what makes fashion fun.

The American Express COLORISTA promotion uses color as the common element for promoting fashion across multiple designers and boutiques. COLORISTA offers shoppers in NYC and LA, a discount on retail merchandise in fall fashion trend colors when they use their American Express card during September. Each week, a new, featured color is available at select boutiques, and the COLORISTA website shows the weeks color and a list of the participating boutiques.

While we don't often associate fashion forward-thinking with financial services companies, I think the concept works for American Express. The same promotion might not be as well received if offered by one of American Express's competitors.

For instance, I don't think any of us would be inspired by a campaign that features a Viking asking, "What's in your wardrobe?

Feature Image Credit: Kris Atomic on Unsplash
COLORISTA is a registered service mark of American Express

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