The Drag Community

1445 Words6 Pages
The Drag Community, Its Many Supporters, and an Improved Marketing Concept

Overview

“We're born naked, and the rest is drag,” according to Rupaul Charles in his book, Lettin it All Hang Out.

The growing subculture of our nation’s drag community and its supporters, both homosexual and heterosexual, is a passionate group within our society. Most members of the drag community share distinctive sets of exaggerated characteristics, expected interests, similar mannerisms and an affinity for pop cultural references.

“Drag” is commonly understood to be a man dressed as a woman. Really the term is more versatile than that. A Drag Queen is, indeed, a male dressed and acting as a female character. There is a female counterpart called a Drag King.
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Dela is always completely true to her drag to an extreme degree, and that is her look.’’

Ethan-“Milk is the cutest this season, but Detox is still my favorite blouse!”

Research for firmly determining the size of the drag community and its supporters is severely lacking from most reputable sources.

In 2009, multiple studies by various health organizations suggest that approximately 9 million Americans identify as LBGT (Lesbian, Bisexual, Gay, and Transgender). This accounts for roughly 3% of the population but the actual number of LBGT citizens is suspected of being much higher.

As of October 2014, the Facebook page for Rupaul’s Drag Race has over 1.2 million ‘Like’s and the show also won Outstanding Reality Series at the 2014 Television Critics Association Awards. In January 2013, the Rupaul’s Drag Race franchise reached over 1.3 million total viewers for the premiere of season five. Untucked: Rupaul’s Drag Race clocks in as the series’ highest-rated premiere to date. World of Wonder reported a 136% increase in social activity compared to fourth season premiere.

Marketing
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Some companies that would be ideal partners and/or affiliates are Viacom International Inc. and Hollywood-based production company, World of Wonder. Viacom owns NewNowNew, LogoTV, AfterEllen and many other networks and web sites targeted specifically at the LBGT Community, plus other more mainstream names like MTV. World of Wonder is behind the hit series as RuPaul’s Drag Race which brought many of the top queens into the eyes of the public.

After allowing time to work out any kinks in the site and marketing mix, I would also be planning to offer an advertisement contract to be added as a prize on the highly influential show, Rupaul’s Drag Race. The site would have to reach a certain level of success before making this kind of move.

I’d also look into releasing limited quantities of custom products on the site in relation to what’s hot in the world of drag at the time. In addition, I would work to create apparel made to fit women and small framed men for many existing items.

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