marlo marketing. fully integrated marketing, public relations, and creative services agency based in Boston, Massachusetts and New York City

From influencer engagement for luxury hotels to website design for assisted living communities to public relations for iconic beer brands, we cover a lot of ground.

In industry lingo, we’re considered a full-service integrated consumer marketing agency.

In our lingo? We just get sh*t done.

Your Mom’s Hot Topic

Your Mom’s Hot Topic

In junior high, Hot Topic was where I’d cobble up loose change to buy a Smashing Pumpkins t-shirt. I’d tentatively walk around the daring clothing and accessory choices that I was far too self-conscious to buy. Even at the counter, I’d avoid eye contact with the pierced, dyed cashier out of guilt for sullying the “goth” store with my boring suburbia look. I understood that Hot Topic was a haven for the misunderstood who got to express themselves through a dark collective of clothing, make-up, music and attitude. And I respected their commitment to a style aesthetic, even though I didn’t totally understand it.

But since 2007, Hot Topic’s been revamping (or “unvamping”) its trademark dark and alternative milieu in favor of pop culture.

First, they overhauled the store’s layout. Good-bye vampire lair, hello H&M knock-off.









Image source BuzzFeed

Then, they carried clothes WITH COLOR(!) more suitable for a hipster rave than an episode of “Goth Talk.” Geez, they even gave Perez Hilton his own clothing line.










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And the final nail on the non-coffin: the Twilight Hot Topic Tour.










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Last month, the chain was acquired by the same corporation that owns Talbots. Today, the typical Hot Topic customer probably looks like this:









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I guess junior high me wouldn’t feel self-conscious going into this store today… but she also probably wouldn’t actually want to.

Posted by Michelle