Filed under: Brand Suicide, Brilliant Marketing Ideas In History, Comment, Communication Strategy, Crap Marketing Ideas From History!, Creativity, Cunning, Fashion, Marketing, Marketing Fail
So the last couple of days have been about brands who have completely lost the plot as regards what marketing should be.
Well today we’re going to talk about something a bit different … namely a brand that seems to have completely lost the plot regarding what naming should be.
Yes, this is real.
A new women’s brand opening in China called Titty&Co.
Now you could say this name is genius because the level of PR they’re going to get is huge.
But will it help them long term?
If the brand had a more punk-type vibe – fighting sexism by using sexism – maybe, but given it appears they want to be NEXT … I’m not so sure.
That said, as I wrote once before, Asia loves coming up with brand names that literally explains what it does.
So by that token, I imagine Titty&Co just sell tops.
Either way, I bet the ‘Look Book’ that they mention above becomes the most popular part of their site. For men.
Filed under: Attitude & Aptitude, Brand Suicide, Comment, Crap Marketing Ideas From History!, Crap Products In History, Fashion, Insight, Marketing Fail
Dear Gucci …
First it was gameshow host geek chic.
Then it became 1970’s cowgirl with matching suitcase.
Now it’s this …
Seriously, what the fuck is going on?
I appreciate the fashion industry is – like tech – locked in a cycle of needing to look like it’s always going forward, but apart from the fact this ‘fashion’ looks awfully like it comes from about 20 years in the past, it all counts for nothing if the end result is the sort of thing you’d only seen worn by people play Widow Twankey at the local pantomime.
I appreciate I am to fashion what Lindsey Lohan is to Broadway Theatre, but I can’t help but think even Tesco’s make more appealing fashion than this.
But maybe that’s the point …
You see years ago, we were working with IKEA and as part of our investigation, we went and talked to an interior designer in Miami.
One of the things she told us was how she felt IKEA had made her wealthy clients want more ostentatious looking homes.
When we asked what she meant, she said that the rich have an inherent need to feel there is a clear separation between them and ‘the common herd’ and as IKEA had basically democratised stylish interior design, the wealthy had responded by wanting their houses to look over-the-top to ensure the gap between them and the mainstream was maintained.
In essence, IKEA had pushed the wealthy to look more ridiculous.
With that in mind, maybe that’s what is happening to Gucci.
Because everyday fashion retailers now offer the sort of nicely designed clothes that were once only the domain of the wealthy, the top-end fashion houses feel they need to produce clothes that allow their customers to separate themselves from the masses, even if it means they will look ridiculous as a result.
I seriously daren’t imagine what is next?
A range based on the fashion of Ms Piggy, maybe?
Don’t laugh, it could happen …
I’m going to go straight into the post like I’ve not just been away on a family and work trip that was bloody wonderful. Ahem.
So last week I talked about the advertising for Gucci and their quest to make the 80’s TV gameshow host look, the next big thing.
Well I’ve seen another part of their campaign and it’s getting weirder.
Yes, it’s the same gameshow host model – with the same hair and glasses – but now they’re showing her like she’s on her way home after a busy week of filming. Or something.
But this time it’s even worse.
No seriously, because she’s LOOKING IDENTICAL TO HER BLOODY SUITCASE!
What’s worse, this suitcase/dress combo [which is a phrase I never thought I would ever write in my life] looks like awfully like a Sheriff’s outfit from a 1970’s Spaghetti Western.
WHAT IS GOING ON?
I appreciate the fashion industry is in a predicament.
To remain relevant it has to appear it is constantly progressing and the only way to do that – after things like fabric innovation – is to create even greater division between what has gone on before … but this is ridiculous.
Yes … yes … I know I am about as fashionable as a pair of Crocs [I was going to say Birkenstocks, but even they were the darling of the fashion industry not that long ago] but seriously, what the fuck is going on?
Apart from trying to make an era renowned for its naffness, look fashionable … why the hell would anyone want to look like their suitcase?
Even secret agents wouldn’t want to look like their suitcase.
Even suitcases wouldn’t want to look like a suitcase.
If I see someone walking down the street dressed like this – which in Shanghai, is a distinct possibility – I commit to you right now, that I will stare, point and then shout, “your dress makes you look like a boxy suitcase”.
And yes, I know that is not the best insult, so I’m open to suggestions.
But for god’s sake Gucci sort yourself out. You might not realise it right now but you’re about 2 degrees from resembling a fancy dress shop. A fancy dress shop in Luton.
Filed under: Comment, Crap Campaigns In History, Crap Marketing Ideas From History!, Fashion, Marketing Fail
So I was recently walking through some upmarket mall when I passed the Gucci shop.
I have literally never been inside one of these establishments.
I have literally never owned anything by the brand.
And, after seeing the poster outside the store, I am pretty sure that situation will continue.
Seriously, what the hell is that?
Is the daytime television quiz host look now ‘a thing’?
Is the sort of hairstyle that would get you beaten up in my day now cool?
I guess it might be given big, black, square-shaped spectacle frames have evolved from ‘glasses for the poor’ to ‘glasses for the cool’.
Of course, maybe the geek at the back of the photo is not the person I should be focusing on … but the attractive and stylish lady at the front, but if that’s the case, then Gucci need a lesson in art direction because I challenge any person to see this poster and not focus their attention on the z-grade geek at the back.
Yeah … yeah … I appreciate me commenting on fashion is like David Cameron talking about the poor and that the last thing Gucci would ever want is for me to like something they do, but this is ridiculous isn’t it. It’s not just me, is it?
Filed under: Brand Suicide, Brilliant Marketing Ideas In History, Comment, Crap Campaigns In History, Crap Marketing Ideas From History!, Culture, Cunning, Fashion, Marketing, Marketing Fail
For anyone who thought my post last week about Titty&Co was a pisstake …
I cannot wait for the launch of their mens retailers, Bollocks&Brothers.