On my recent travels to Singapore I stumbled upon racks and racks of gloves and scarves in a city that only on the most rarest of occasions falls below 70°F. I was shocked. How do they do it? How does a store in such sweltering hot city make money selling gloves?
Well, the answer was on the packaging. No longer were they called "gloves"...because who here needs "gloves". What they do need is "summer gloves". SUMMER GLOVES. Add the word "SUMMER" and they're suddenly flying off shelves in balmy 90°F Singapore. Blows. My. Mind.
Someone give that copywriter a raise.