If you walk down one of the many busy thoroughfares of East London, you will come across examples of the Marketing Beard. You will most likely find it worn by a burly fellow behind an artisan coffee stall, possibly a mobile one, and he will usually be wearing an apron.
Five years ago, he didn't have a beard; not because he was young, but because beards were just emerging as de-rigeur facewear for East London checky-shirt technology chaps on bicycles.
It has become a useful marketing strategy to wear a beard in order to mimic the desired clientele who stroll past on a Sunday, encouraging them to think: 'Look! Coffee! Served by a Person Just Like ME!'. They can't wait to interact; teeth smile out of mirroring beardy faces in knowing recognition and hirsute bonhomie as one East London hand presents money to the other, which passes him a steaming cup of exotic liquid.
Those at the absolute cutting edge, however, have been seeking out truly disgusting instant coffee served by a lady over the age of 70 in a flowery apron, helped by a little old chap in a bobbly acrylic cardy and a flat cap. You read it here first- don't get left behind!
the beardy lumberjack look is such a cliche that I do wonder why these hipsters sport it. Can they all be individuals? As for the coffee, it has long been my dream to open a coffee shop selling instant coffee in cracked mugs at a sensible price. And individual Bourbon Biscuits. It would be mandatory to talk to strangers about the weather. It would also have a small stage where after school sixth-formers could come and perform really intense heart felt crap poetry, and then get derided by their chums. Just a dream
ReplyDeleteI've always said you should be a promoter, Wilky. Now you have a plan!
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