On-line indie woman clothes “Mod-Cloth” has developed an iniciative that has got an efficient marketing tool as a result. Shop that I discovered thanks to lookbook, the fashion world showcase. The store sells different kind of clothes. There´s no problem producing t-shirts, easy in terms of design and pattern making. Problems come with the dresses, jackets or skirts, more technically complicated and also needs to be a big number of garments to be really profitable.
When talking about Product Placement for women, there can be lots of different cases that ring the bell, maybe because of the role that women have traditionally played as the deciders of what to buy for the family.
A show that many companies have used to promote its brand’s visibility in a very effective way is the célèbre sitcom Sex in the City.
This TV series is not only a cultural product, but also an advertising medium with a very concrete target, which is very useful to advertisers.
Definitely both the series and advertised products have made a good business in their respective brand images, performing a glamorous symbiosis that has not seemed to bother the audience of the series as in other cases of product placement.
Who does not remember Carrie and her passion for shoes, which has made popular brands as Manolo Blahnik and Jimmy Choo, or her fervent admiration for Prada? There are many more cases, as the chapter based on Absolut Vodka, or Carrie’s laptop (a Mac) or the appearance of Domenico Dolce and Stefano Gabbana representing their brand.
Due to the discussion started on the elder post Photoshop: ¿use o abuse? I am going to give the debate a new approach.
Personally, I agree with everything we talked on the other post. The law proposal seems to be a way to distract our attention from other mayor problems, as many governments have been trying to do lately.
Nevertheless, the topic is really interesting and there are other points of view we haven’t taken into account yet. Things like one of Ralph Lauren’s latest campaigns shouldn’t be allowed:http://www.huffingtonpost.com/2009/10/14/filippa-hamilton-ralph-la_n_320396.html
But on the other hand, we find photographers such as Jill Greenberg or Garrigosa who base their work in retouching techniques with a lot of talent, and that shouldn’t be banned.
We should be really worried about some models’ extreme slimness, as that is no digital retouching… it is real life. Paris Fashion Week is an example of what we need to be concerned of. During its celebration controversy was once again raised, as some of the models didn’t reach the minimum weight required in many countries… and that happens in the same country that wants to tag the use of Photoshop!
Nümph is a “made by and for women brand”. They are a few Danish girls that have been created a beautiful fashion brand. North European people are in- the- know. Their collections are special and brave, but without being too trendy. As they say, their clothes are for a self confident and independent woman, who likes to stand out for her own personality. Inspired by the “nymphs” and their delicated strength comes up Nümph.
AdWomen readers are growing. We are and more. An example is the incorporation of new contributors to our blog from countries like Venezuela or Italy. Diana Munteanu will be our correspondent in Romania and give us her points of view about the situation of the Romanian advertising in general and the campaigns made by / for women. If you want to be one of them and join us from anywhere in the world to write your post, please send us an e-mail to: adwomenblog@gmail.com or leave your comment on the blog.
Do you have a “Super mom”?
Francois Brune says in his book “Le Bonheur conforme. Essai sur la normalisation publicitaire” that women tend to think that their houses are an extension of their personality: stains are an obsession, they want to have everything cleaned and perfection is a must. These facts lead to the abusive use of detergents and soaps. In conclusion, companies pushed their way into the exploration of this perception. An example is “TIDE” with “Super moms” in Romania. Mothers have some great powers; they can make things better and everything possible. In Romania every woman wants her house to be cleaned. If you go in a supermarket you can see that there are a lot of shelves full of detergents of any kind.
Pantene made an announcement for Thailand is having a major impact on the Internet. It tells the story of a deaf mute girl who gets to learn to play the violin masterfully at the expense of effort and struggle for self-improvement. It passes from the frustration of a world that does not understand it until the release of its essence, thanks to someone who believes in them. It compares the history of the girl with the metamorphosis of a butterfly where we see the release of the butterfly that flies to the top.
Cuba, women and the media are the three fundamental ingredients of the conferences “Southern Women in the Media. Tools for communication with a gender perspective” organized by the association Euskadi-Cuba.
The headquarters of the Agency for Volunteering and Social Participation “Bolunta”, located in Bilbao, will host this meeting on 21 and 22 October with the aim of “opening up spaces for reflection in the media designed to encourage communication with gender perspective”.
If Tolstoi was alive and he had made drink alcohol to the main character of one of his most celebrated masterpieces, Ana Karenina, he had done it with UV Vodka. Because this brand focuses directly to a woman, young female women specifically, and its advertising proves it. One of the ad pieces make a pink guitar form and the claim crowns “Queen of Rock” to the girl who proposes the best vodka recipe. The target is to promote a raffle participation that gives two tickets and three nights for a Music Festival in Austin, Texas.
Someday, a post like this on mainstreaming women leading the direction of an advertising agency will not make sense. Simply because will not be news. We will have achieved true equality. But unfortunately that day has not arrived yet, we need to explain it: Arnold, creative agency network of Havas, and AD, direct marketing specialist agency, CRM, data and digital, have merged to make way for Arnold4D: a agency customers such BBVA, Volvo and Coca-Cola.
A team of about 50 people and formed mostly by women, is led by Cristina Barturen and Susana Puras, previously EuroRSCG4D and ArnoldFuel respectively. Pilar Contreras, Marisol Coke, Angela Mora, Maria Rico and Ana Varela, as brand managers and Laura Relancio and Rosa Antuna, as gurus online, complete this ambitious project work EuroRSCG Group.
I used to be a girl, virgin, girlfriend. I’m now a daughter, wife, and mom. But with all this in me, I also know that there is much more needed (insights) to create a great campaign.
Yoo Shin Lee, Creative Director from Cheil Worldwide (Korea) and Cannes Lions 2009 jury member in CYBER category
