"I mustache you a question"

As an employee of the Marquette Bookmarq, I see a lot of advertising targeted at students my age.  Over the past year, the campaign has changed quite a bit. 

 One year ago, renting textbooks was the center of the marketing ploy.  The "Rent-A-Text" program was aimed at students who didn't want to pay full price for textbooks, which often totaled upwards of $700 per semester.  Since the program had only started, posters were everywhere explaining what it was and how it worked.
 
 After one year of textbook rentals, a large number of Marquette students are now in the rental program..  The Rent-A-Text posters are still displayed, however are much more sparse than in the past.

Today, the signage in the Bookmarq takes a much different tone.  Instead of coming right out and saying something, all of the posters have a humorous and almost an indirect tone.  Even the associates were given t-shirts saying, "I mustache you a question." 

Upon my arrival at the end of Summer, I was unsure of what to think.  Quite honestly, I didn't even understand half of it, much less comprehend what the company was trying to say.  In addition to the shirts, customers were given sticker sheets of mustaches! (Which I do still see time to time on the sides of random buildings and bus shelters).

To this day I still cannot figure the marketing campaign out and feel as if my coworkers have little understanding either.  There too are other signs  around the store that are a bit less strange, but not by much.

They are interesting to look at, however I don't believe that the campaign is hitting its target audience. The signage seems to be better suited for a younger age group, perhaps middle school students. Many Marquette students are going to the bookstore to purchase their Organic Chemistry or Analytical Engineering Systems textbooks. For them, the signs are not amusing and appear to be immature.

NFL Sunday

The Fall season can be characterized by many things: crisp leaves, briskness in the air, and of course, football.  Spending Sunday's vegged out in front of the tv with family and friends is such a natural part of this time of year. 

Today, being a normal Sunday I spent my early afternoon watching Packer football.  However, instead of muting the commercials I paid attention to them and came across something interesting.

Nearly every advertisement was for one of three things: Food/Beer, Cars, or Movies.  All directed toward men.  Food commercials were all unhealthy foods like Pizza Hut and Doritos.  An ad for say, Yoplait Yogurt would never be seen during this time slot because the target audience would be completely missed. 

All of the commercials, especially those for beer, focus largely on manliness and masculinity.  It's all about "being a man."  The campaigns are all neglecting women and are assuming that men watch more football than woman.  My personal favorite was by Miller Lite.

The tactic must work because companies have been doing the same thing for years and years.  Commercials aimed at men appear on sports networks and on game day while those aimed at women most likely occur on The Cooking Channel or on networks like Lifetime.  Apparently the content of the ad is only as important as who the ad is targeted to.

Presentation Props

I spent the weekend in Madison and had a nice Saturday afternoon shopping at the small boutiques on State Street.  One display that caught my eye was a store named Shoo (yes, there is also one in downtown Milwaukee).  The shop sold a wide variety of unknown label, expensive shoes in addition to trendy and socially responsible Toms.

The part that got my attention was a large, old-fashioned bike in the front store window.  The store sold "Shoos" and yet attracted college students by having a model of their main method of transportation- bikes.  The same store in Milwaukee has a much different display- simply shoes.  Only because everyone at Marquette, the nearest campus, walks to class.

The advertising technique was interesting because it worked and I did go in and shop.  Since nearly every block in Madison had a bike store, this was their way to stand out by blending in.
 

Kenneth Cole & the Abortion Debate

Flipping through my Marie Claire I spotted an advertisement that caught my eye..

Kenneth Cole, a well-known label, had a new marketing plan with an interesting twist.
"Should it be a woman's right to choose if she's the one carrying it?" span across the entire page. A link to Where Do You Stand . Com sits underneath.  One can only assume this is meant to say, "CAN A WOMAN CHOOSE TO HAVE AN ABORTION?"

Ironically, the website link then directs you to either a) Take part in a provocative debate or b) Go shopping. Hmmm.. 

I don't know how to feel about this one.  They create a play on words as the woman is actually carrying, granted she's carrying a purse.   Sure, it is a hot topic, however can they really get away with comparing having an unwanted baby to holding a bag in your hand?

The advertisement has caught me off guard and Kenneth Cole has effectively made me uncomfortable. And not in the fashionable, sexy light that most designers go for.  It's bizarre to see the fashion world mixing with such a touchy subject, and to do it so openly, to make money?  The more I contemplate, the more I realize I am not a fan. 

What do you think?

I Am: A Hilfiger

Oh to be a part of the Tommy Hilfiger clan.

Every advertisement by the famous designer is bursting with layers, scarves, and giant family get togethers-- Only to be completed by the occasional TH Station Wagon.  Never less than three people are squeezed into a single square inch of the page... It's just a big cozy party.

Take Fall 2011's line for example. The image depicts a giant, happy family getting together- in an almost dysfunctional way- to snap a photo.

The feeling I got from seeing this made me want to cuddle up next to a warm fire and enjoy some deep conversation.

Tommy Hilfiger is known for its signature preppy style and layering- regardless of the season.  It has always been a brand that I associated myself with because, quite frankly, I like to be warm. Wisconsin winters are brutal by definition and require vests on top of turtlenecks on top of cashmere scarves and wool jackets... Something TH has perfected to a "T". 

Another thing about Tommy is that the label is not big into sex appeal.  Other brands, like Guess, have always focused on sex.  Why is this now the only way to market a product? If your goal is to SELL clothes why do you want people to take them OFF?  Tommy Hilfiger instead stands for being with people who you care about, be it your famous Uncle Tommy or your shy cousin Bertha. 

I have found this brand very relatable because of the family that I enjoy surrounding myself with.  We can have a good time doing simple things like playing a board game, whereas some families need booze (among other things) to be happy. 

The way to best describe Tommy Hilfiger would be casual yet dressy, layered yet comfortable, and fashionable yet refined.   Not too much different from myself.. I have always been true to who I really am, I grew up being very mature for my age, and I do like to have a lot of fun!  Just like the label, everything just works together in the end.

Tommy Hilfiger is indeed my brand of choice because of all that it represents to me.  I love that it remains a conservative label although the fashion industry has certainly changed. I love that it is functional and comfortable, and I love that I can relate to the image it represents. 

In order to look great and classy any season of the year, I trust my old friend,TH.