To be a Jackie, or a Marylin?

        While relaxing this past weekend, watching Mad Men, it dawned on me how clueless some advertising agencies can be when it comes to targeting products to the female psyche. The episode focused on the Mad Men coming up with an ad campaign for Playtex that would rival that of the competitor Maiden Form. After a boys' night out brainstorming session, the Mad Men come up with the idea that all women either want to be a Jackie Kennedy or a Marylin Monroe. The client ultimately decides to continue with their current, more conservative approach.
        I had to laugh a little when I saw this episode. True, there are women out there that strive to be a Jackie or Marylin, however, with women becoming more empowered everyday, these Mad Men miss the boat on understanding who women really are and what women really want.
       The majority of women that come into my store aren't buying bras to please men (with the exception of V-day and anniversaries), instead, they are making purchases based on what they want. Appealing to this demographic is more about making her feel good in her own skin. Tapping into the female psyche is much more complex than forcing her to fit into a predetermined iconic mold. When targeting women, concentrate on who she really is, rather than what is the preconceived image of who she may (or may not) be.

Mad Men Episode Guide

1960's Maiden Form Advertisement:

Love is in the....lingerie?

       In the past couple of years the fashion trend for the post-Christmas season (entering into Valentine's day) has been primarily focused on animal prints, and spring colors such as bright greens, purples, and blues. However, it's refreshing to see that this year the traditional colors of red and pink are back! Just in time for Valentine's day, stores are unloading new designs that are more vibrant than ever. The addition of sparkle has been added to these traditional colors to really make them pop.
       Traditional reds and pinks tend to sell best for this holiday, and have been long awaited. I have had customers who have turned right around and walked out the door because in past years she did not have the choice of red or pink for her lingerie. Black for a long while had been a top seller, but black is considered the go-to "sexy" lingerie color. Women tend to purchase this color year round and opt for something fresh and different when given the option during holidays. For Valentine's day women want something unique and representative of the day of love. Take into careful consideration the colors you pick for launches, and more importantly, the time at which these colors are launched. This can have great influences on whether your customers are excited to shop with you or whether they decide to shop somewhere else.