Christian retailers and suppliers are using unconventional methods to tap into the next generation—seen as "vital" for the faith-based product industry's future.

They are connecting with the young adult market through social media networking, street teams that promote brand marketing and a twentysomething entrepreneur who champion Christian retail.

CBA Chairman George Thomsen said of the younger generation that "they are tomorrow's parents and customers." "Investing time and resources in them makes sense, and will pay dividends."

Thomsen applauded the "creative thinking" behind Wear it Wednesday, launched earlier this year by 22-year-old Chelsea Eubank. The youth-focused campaign aims to recruit a million Christians to wear their favorite Christian T-shirts each Wednesday as a way of coming together to share and proclaim their faith.

Already more than 250,000 people nationwide as well as in New Zealand and Spain have joined the effort, which attracted leading apparel company Kerusso as its lead sponsor this spring.

Having started her own Marietta, Ga.-based Christian clothing company, Faithful Fish, at age 17, Eubank partnered with Kerusso because "my generation would see right through it if they felt this was a marketing ploy to sell (my) shirts. I thought that going to another apparel company would show everyone my heart for this movement."

Kerusso Vice President of Marketing Chris Rainey said Wear it Wednesday "gives retailers an amazing opportunity to promote to their community that they are the destination for Christian T-shirts."

Eubank said that she was touched by the challenges facing retailers after attending the International Christian Retail Show (ICRS) in St. Louis this summer.

"I had no idea that Christian stores were hurting," she said. "As I had meetings (at ICRS), I came to see that Wear it Wednesday could help Christian stores. I talked to wonderful couples who opened Christian stores. … These guys need a cheerleader—someone who needs to let churches and everyone know we can support them."

Marilyn Hood—co-owner of Sweet Spirit...A Parable Christian Store, with two locations in Marietta—said that apparel sales "were not that great," but that she saw potential with the T-shirt evangelism campaign to draw younger customers beyond the stores' current 30-plus age range.

"Chelsea's got everybody excited about it," Hood said. "We haven't seen a whole bump in sales, but the word is getting around. ... She's quite a motivator."

Hood added that connecting with the younger generation was "a vehicle that we never really thought of before." "Apparel was a slow mover," she said. "Our big thing was books and Bibles." Wear it Wednesday "has opened our eyes. … I think it will be helpful to draw young people and their parents. We plan to start a Facebook page."

Tina Beyer, co-owner of Skia Christian store in Bentonville, Ark., where the average age of customers is around 20, said: "We believe it is vital to connect with the younger generation. We, as a Christian faith, are losing our young people. We run into so many smart, creative and bold young men and women. They challenge and question the status quo.""

Beyer, whose store has won CBA's Jim Carlson National Spirit of Excellence and Retail Innovator of the Year awards, added: "Everything they're looking for can be found in Jesus, and Jesus can be found in their local Christian store."

Besides using social media such as Facebook and Twitter to connecting with customers, Skia hosts music festivals and concerts as well as skateboarding and BMX bike events. Additionally, the store carries a large selection of Christian rap, rock and heavy metal music as well as books by Ted Dekker, Francis Chan and Rob Bell that are popular with young adults.

Beyer said new products well received by her young clientele include David C. Cook's new The Action Bible, a comic book version of the Scriptures released in September.

"We sold out in four days," she said. "It so hits our target age. Young boys especially love it. It's very well done, and spans an age range of 8-24."

David C. Cook Senior Director of Marketing Ginia Hairston said The Action Bible—an updating of Cook's classic Picture Bible publication that features illustrations by former DC and Marvel Comics artist Sergio Cariello—was "a perfect example" of new titles targeted to the younger generation, "who is socially conscious, technology-driven and community-oriented."

Other Cook titles released for the younger audience include Francis Chan's "Basic" film series, Nudge by Leonard Sweet and Sweat, Blood, and Tears by Xan Hood.

"It's critical for Cook to provide Christian products to a younger audience," Hairston said. "The next generation is a formidable one, and it is critical to be able to effectively communicate and produce materials and resources that are engaging, biblical and creative."

Aurelio Barreto III, founder of NOTW (Not of This World) and C28—a chain of youth-targeted clothing stores—as well as a CBA board member, said that the next generation is "very important as they are the future to carry on the Christian faith."

"If Christian suppliers and retailers don't make an effort to connect with the younger generation, then these kids will just go and spend their money on secular companies with secular messages on their products," Barreto said.

In addition to utilizing social networking to stay in touch with customers, NOTW, Truth Soul Armor and C28—whose average age of customers is 19-24—sponsors youth-oriented music festivals and conferences as well as mobilizing a street team to help with marketing the brands. NOTW also has an online design community, where customers can submit apparel designs. In addition, C28's customers have been offered an opportunity to give in a new benevolent arm over the past year.

Eubank said Christian stores are relevant, but "they need to reinvent themselves" for young people.

"Wear it Wednesday is one great way to reintroduce young people/anyone of faith back to Christian stores," she said. "Young people want to be part of something big—something that we feel can make a difference."

Christian teens across the country are being encouraged to share their faith without saying a word at least one day of the week. Already more than 250,000 people have joined the "Wear iT Wednesday" movement and are sporting their Christian shirts every week.

"Wear iT Wednesday is a growing movement that will show the nation that young people are committed to change and that they are willing to take on the personal responsibility of their values," the campaign states. "The Wear iT Wednesday tag line states it best – 'Wear iT, Live iT."

 

The campaign recently partnered with a leading producer of Christian-themed apparel in the United States, Kerusso.

Vic Kennett, CEO and president of Kerusso, commented in a statement, "We’ve been producing Christian t-shirts for over 20 years and have seen first-hand the impact they have on people’s lives. To see Chelsea spearheading this movement is extremely exciting and we are honored to be a part."

The Wear iT campaign was inspired by Chelsea Eubank, a college senior who also started a Christian clothing company called "Faithful Fish."

Eubank was volunteering for Fellowship of Christian Athletes when she found that some counties in the country were trying to eliminate FCA meetings. She decided to start a "wear your faith" movement to give young people the chance to personally show their commitment to Christ and to show the nation that Christians are excited and proud about the importance of faith in their lives.

"Imagine if you will, walking into a school on a Wednesday and seeing over half of the population wearing their faith. Would everyone be kinder to each other? What would the conversations be like? How many would ask to go to church on Wednesday evening with their friends?" the campaign poses.

Eubank's goal is to have one million students join the Wear iT Wednesday campaign.

Eubank was a churchgoer for many years before she had a relationship with God. It wasn't until her dad died, along with her grandparents and uncle, that she began to think seriously about God. She began Faithful Fish at the age of 17.

On the Web: http://www.wearitwednesday.com

Wear iT Wednesday has made it all the way to New Zealand and was featured in the Challenge Weekly in Aukland! See the link below for the full article.

New Zealand Challenge Weekly.pdf

Atlanta, GA (Vocus/PRWEB ) April 16, 2010 -- “Wear iT Wednesday™” is a grass roots movement which empowers Christian youth to show the joy of their faith as one community. Wear iT Wednesday™ is the idea of college senior, Chelsea Eubank. Chelsea’s vision is to register over 1,000,000 youth on www.wearitwednesday.com to gain their commitment to wear their favorite Christian shirt every Wednesday. This movement will provide a way for young people to join together across this great country to personally show their commitment to Christ.

While volunteering for Fellowship of Christian Athletes Chelsea found that young people were very excited about their faith. As a young clothing designer she came to understand that clothing is their personal media. What better way to show who they believe in than to wear their faith? Upon reflecting she saw that there has been no national movement that allows our Christian youth to stand up and be counted.

Wear iT Wednesday™ is a growing movement that will show the nation that young people are committed to change and that they are willing to take on the personal responsibility of their values. The Wear iT Wednesday™ tag line states it best--“Wear iT, Live iT”.

Imagine what those Wednesdays will be like? Will everyone be kinder? Will it connect youth together in a more personal way? Chelsea’s initial goal is to have 1,000,000 students commit to “wear their faith” each Wednesday by registering online at www.wearitwednesday.com.

“We are excited to announce that Kerusso (www.kerusso.com), the leading producer of Christian-themed apparel in the United States, has partnered with Wear iT Wednesday™” said, Chelsea. Vic Kennett, CEO and President of Kerusso said, “We’ve been producing Christian t-shirts for over 20 years and have seen first-hand the impact they have on people’s lives. To see Chelsea spearheading this movement is extremely exciting and we are honored to be a part” Both Chelsea and Vic understand the power of wearing your faith and look forward to what the future holds for Wear It Wednesday.

See the media contacts below to interview Chelsea Eubank or Vic Kennett. For more information regarding this movement, visit the website at www.wearitwednesday.com or contact one of the media representatives below.

Founded in 1987, Kerusso’s passion to share the gospel of Jesus through innovative product continues to this day. For over two decades, Kerusso has been the premier producer of Christian apparel. Based in Berryville Arkansas, Kerusso is a major contributor to the local economy. Kerusso merchandise is available in over 7,000 retailers nationwide. Hoping to reach that number one day is, The Light House store apparel merchandising system housed in over 2,000 stores across the nation.

Media Contacts

Wear it Wednesday
Karen Gipson
karen(@wearitwednesday.com
404-372-9970 
 
Kerusso
Pam Rivera
privera(@kerusso.com
800.424.0943 ext. 306

www.wearitwednesday.com

It takes something special to persuade several dozen teens to give up their free time on a gorgeous, end-of-summer Sunday afternoon to listen to speeches in an east Cobb backyard. Sure, the bottomless supply of brownies on the refreshment table and the live band serving as a warm-up act helps. Chelsea Eubank‘s Faithful Fish clothing line sits on display at a friend‘s home in Marietta during a party to promote her "Wear it Wednesday" campaign.

She founded Faithful Fish, a clothing line that has made her a success at age 21, but brand loyalty is not the basis of Chelsea Eubank‘s latest crusade. She wants Christian teenagers to set aside certain days to attend school in clothing that shows what they believe – in a gentle, non-provocative way. That‘s why she held this Marietta get-together recently. Many credit Eubank with making Christian clothing more stylish and relevant to youngsters.

But the biggest attraction is shirts. Polos, tees …

Who knew how all-powerful they could be? "They‘re taking faith out of schools," Chelsea Eubank, 20, tells the mostly youthful audience sprawled across a tennis court at this kickoff event for her "Wear it Wednesday" campaign. Stylishly clad in a fish logoed white T-shirt that speaks both to her spiritual growth and her burgeoning business success, a smiling Eubank said: "This is a way to slowly bring it back in and make it fun." At once extremely ambitious and determinedly low-key, "Wear it Wednesday" is Marietta college student Eubank‘s effort to get kids to put their beliefs right out there — on their clothing. Starting with last week‘s inaugural "Wear it Wednesday", the movement calls on students to wear their favorite "faithful" shirts on Wednesday each week. While high schoolers are the primary focus initially, there are plans to reach out to college students as well. Right now it‘s all about getting the word out via talks such as this one at the home of a family friend who also belongs to the 7,000-member Johnson Ferry Baptist Church. And by directing people to a new Web site, where they can register for the movement, post photos and blog about their experiences. The ultimate objective: to register 1 million participants. Don‘t underestimate the crucial word of-teen-mouth factor in all this.

"I hope a lot of people will ask us why everyone is wearing shirts", Walton High School sophomore Caroline Harrison said over the sound of the band. ―"If they do, we‘ll tell them about this idea." As goals go, 1 million people is mighty optimistic. But that‘s a description that fits Eubank to a tee. Literally.

Three years ago, a series of unexpected deaths in her family, including her father, didn‘t turn Eubank bitter. Instead, it deepened her faith. Yet when the self-professed clotheshorse wanted to start dressing the part, she found the "faith wear" choices sold in stores and online too dreary or hectoring in nature. So she whipped up her own company, Faithful Fish, to produce her self-designed line of upscale Christian clothing (www.faithfulfish.com).

For a girl whose ambitions include being "as big as or bigger than Ralph Lauren" and running a mission-based business (a portion of all proceeds go to Christian charities), it may sound like an entirely natural development. Now.

"Everyone has always come to her for fashion advice, it‘s her talent", said Linda Siefried Eubank, who laughingly admits to some initial trial and error in trying to transform her only child‘s high design ideals into actual products. "My downstairs had a hundred shirts that I‘d ordered online for about a dollar, and Chelsea said, ‗No. This is not it"

Faithful Fish started small, selling women‘s shirts in several preppy shades and featuring a signature, tastefully understated fish logo (located right around where Ralph Lauren‘s is on polo shirts). The line has continued to expand and now includes shirts for men, youths and infants, as well as headwear. Sales are double this year over last, Linda Eubank says, and Chelsea‘s profile continues to grow. The folks behind the "Chicken Soup for the Soul" publishing empire recently interviewed her for an upcoming volume, and the April issue of CosmoGIRL! Even more impressive, the sophomore at Florida‘s Beacon College has discovered a previously underserved niche: People of faith — particularly, fashion-conscious, trend-setting teens and young adults — who are eager to express themselves in a casually sophisticated way.

"That is one angle that has not been adequately satisfied in the marketplace", said Tommy Newberry, a best-selling motivational author and consultant in Atlanta, who recently joined the "Wear it Wednesday" campaign‘s national advisory board.

"There‘s a lot of Christian clothing out there that‘s not high quality. They‘re not making it so everyone would want to wear it." Not Steve Randall, anyway.

"Most of it is about pushing your faith on someone else or giving fire-and-brimstone messages," said Randall, a senior at Fellowship Christian School in Roswell, who‘s eager to get his hands on some Faithful Fish shirts. "Her stuff is not offensive, and it says you’re not offensive. You‘re a Christian and proud of it." A tackle on the state‘s reigning Region 5-A champion football team, Randall has been instrumental in starting a Fellowship of Christian Athletes chapter at his school. To him, the chance to sport brand-new "FCA" T-shirts on "Wear it Wednesday" sounds like a match made in heaven.

"I think when people see us wear them around campus, they‘ll be more comfortable about doing FCA," says Randall, adding that the shirts are equally likely to attract attention off school grounds. "I‘m sure it will have an impact. Kids pretty much pay attention to what other kids are wearing."

Making people feel comfortable with who they are is the whole point of "Wear it Wednesday" according to its creator. Rather than proselytizing or actively recruiting nonparticipants, Eubank says, she wants those taking part to feel happy and secure about sporting an FCA shirt, a polo representing their church or any denomination‘s house of worship — even a "gently" worn tee proclaiming allegiance to Ever Stays Red or some other hot Christian rock band.

"I don‘t want people to think I‘m trying to push Christianity on them," said Eubank, who fully owns Faithful Fish and is funding the "Wear it Wednesday" campaign herself. "I‘m still going through my own process of exploring my faith. This is just something that says, 'It‘s OK and fun to be who you are.' ―And whoever that is doesn‘t have to be wearing Faithful Fish" Eubank stresses. But don‘t be surprised if that signature logo starts popping up here or there in area schools the first Wednesday of every month.

We definitely browsed today," another Walton sophomore, Mallie Taylor, said at the kickoff event, where a display of Faithful Fish products in one room hearkened to the home sales parties that helped the company get its start. ―"It‘s cute as can be, which doesn‘t hurt."