After that recent post highlighting the good marketing of Haigh’s Chocolates…
…I guess it was inevitable that I’d come across what looks to be some very poorly conceived marketing.
As I was perusing a recent copy of “Men’s Health” what should I come across but an advertisement from the fashion chain Witchery with this remarkable headline…
“Her Favourite Fashion Label Just Became His”
I confess that I’m not an expert on the company, but my understanding was that Witchery is a women’s fashion chain.
Looks like they’ve succumbed to our old friend “line extension” which doesn’t have a great record of success.
So what’s the problem here?
Well, first up, I’d suggest that a fashion chain is either for women, or it’s for men. Not both.
OK, yes there are exceptions. But look closely and I’d suggest you’ll find they are more oriented to one sex.
For example, let’s take Ralph Lauren. More for guys than gals.
Secondly, the positioning implied in the headline.
Let’s leave aside the issue of whether or not Witchery can really make the claim “Her favourite fashion label”.
More importantly is whether a guy is going to be impressed by that.
Don’t think so. Fashion is a funny thing and at the young end of the market I’ll admit I’ve got no clue as to what drives trends.
However, even in this metrosexual era, I’m pretty confident that the LAST thing a guy is going to be influenced by is what his girlfriend’s favourite store happens to be.
Be interesting to see what happens to WitcheryMan (even the name sucks in my not so humble opinion)…
…but it wouldn’t surprise me to see this new line quietly dropped in a few months time.