Some say it is the hottest new trend in fitness and fashion. These HotPants claim to elevate your temperature while wearing them. It is not a new fact that the hotter you get, the more calories you burn.
Throughout this blog, we’ve talked about some pretty crazy things being marketed specifically to women (here and here). Well today is no exception. Nestle has come out with a premium, high-end water bottle called Resource.
Trying to compete with the Fiji waters and Smartwaters of the world, Resource is what Nestle calls its first domestically-sourced, premium brand of still water, meaning it is noncarbonated and pure. Larry Cooper, Resource’s group marketing manager, said the ideal consumer is a trendy woman with a higher income around 35 years old. Sounds like they know what they want!
The ads show the bottle of water in lush woods and claim that it has 100 percent naturally-occurring electrolytes and 50 percent of the bottle is recycled plastic. To promote this new brand, Resource will be featured on the reality show Project Runway and endorsed by the Today Show’s Bobbie Thomas.
So what do you think about another seemingly gimmick product being marketed to women? Will you try it?
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Abercrombie & Fitch CEO, Mike Jeffries, has alienated 66% of his potential female target market, including millions of moms who shop for their kids and teens. The 61-year-old CEO of the popular clothing line says he only wants “thin, beautiful people” shopping at Abercrombie.
Have you checked recent statistics, Mr. Jeffries? According to womenshealth.gov, 66 percent of adult women are overweight and 32 percent of adolescent girls are overweight. That’s a lot of market share to give up over a pant size. In a 2006 interview with salon.com, Jeffries said his company is “absolutely exclusionary” because he thinks companies that try to target everyone fail.
I’ll give him that much but blowing off such a large number of potential female shoppers is not a smart move. When marketing to women, the message matters just as much as the product you sell. The message Jeffries is sending says “you suck and can’t be a part of our club if your pants size is larger than a 10.” No matter the age, women are emotional shoppers. Make us mad and we’ll tell everyone we know- and even a few we don’t.
It’ll be interesting to see how this one plays out on the national stage, but I’m one female consumer of many who will no longer support the Abercrombie brand.
Sometimes science can unveil new worlds we never knew existed before. Other times, it simply provides statistical proof that affirms what we already know.
In a case of the latter, a new study by the Warwick Business School finds that women are “turned off by products placed next to ‘attractive’ images of female models.” The study found that women don’t like to look at other, more-attractive women when making their shopping decisions. Instead it had a negative, sub-conscious effect on the consumers’ perception of the product. According to the researchers, blatant display of sexy models activates a coping mechanism in which the shoppers belittle the display model in their minds.
On the flip side, it turns out that using an attractive model in a more subtle manner produced a much different marketing to women effect. The example given in the article about the study is, given a magazine ad, a beautiful model appearing in the ad with the product produced a negative perception. However, if the model weren’t in the ad, but on the opposite page, then a positive connotation was produced.
So the lesson here might be that it’s okay to use attractive models in advertising, but keep them at bay.