Old Navy Controversy

This is Amanda, back again, and maybe stirring up some action this time around. Today in class, we talked about the commercial for Old Navy's newest jeans. The controversy behind this commerical for possible accusations of sexual harassment issues is one that became very heated and active our RCS 362 class this morning. I was the only student to really stand up and say that I thought this commerical was very provocative and too sexy for the some of the customers that Old Navy targets in its everyday market.
Many of my peers said that they thought the sex appeal in the commercial was something HOT and FRESH for the company and that it almost made them want to go buy the jeans right then and there. But for me, I am almost always drawn to a commercial by the music and the rythmn of the beat with the images in the media. The repeated "no, no" in the lyrics from the girl and the fact that no matter what, the man couldn't resist her, made it definitely appear offensive to me.
Most others didn't even notice the lyrics and thought that the controversy was full of incredibly stupid accusations. But I think to myself: If I had been sexually assaulted, or had a 10-year-old daughter watching this commercial, would I just think it attactive and sexy? Nope...I think it's too provocative for the company.
I know I'm a stubborn and headstrong person, and I believe that a company that reaches such a large variety of people and every age group should not being airing such a commercial.
People pointed out that commercials like Victoria's Secret and Calvin Klein promoted sexiness in their campaigns....but these companies aren't targeting a younger age group and aren't using the same lyrics in their music.
I know that I can't change the way others think about things like this, and I'm not writing to change your mind....I'm just pointing out how one group of consumers might be feeling.
-Amanda

Brand Loyalty

After talking about brand loyalty the past couple of classes, I can't stop thinking about Ralph Lauren Polo. I think everyone knows that certain group of people, specifically guys, who own every Ralph Lauen Polo in every color imaginable. The guys who always look like they've stepped straight out of a J.Crew magazine. Some would call it brand loyalty, but sometimes I disagree. One of my guy friends inparticular has said that he would never be caught dead in a polo shirt from somewhere like Target or Old Navy, but what makes the Ralph Lauren Polo so much better? If the two different polos were put in front of you without the logos, you could probably tell the difference between them - that's why we're in this major. But for a normal everyday consumer, such as a college guy, I doubt they would be able to tell the difference. So why do they insist on paying over $50 for a shirt from Ralph Lauren that would be the same to them as one for $15 or $20 from a less prestigious retailer? Are they paying for the logo? Is it that big of a deal to them to have the man on the horse rather than another symbol? I guess you usually only see brand loyalty for apparel in more expensive, higher-end brands. I can't see anyone saying they're loyal to the Kohl's brand and will only wear jeans from there.

I'm not saying I'm against wearing a Ralph Lauren polo. I've owned a few in my life. I'm just wondering where brand loyalty becomes obsessive... or even arrogant. But I guess if Ralph Lauren has certain customers who only wear their brand, they've done their job well.

Exciting new class!

Dear readers in blog land,

This is the first post from us at CARS2009. Being college students majoring in Consumer, Apparel, and Retail Studies, we are experiencing an exciting opportunity to discover the world of advertising and marketing. Especially important to us, are the ads in our mass media that are from companies in the retail and apparel industry.

During our first Integrated Marketing class today, we discussed the difference between "good brands" and "great brands." Nike and McDonald's are known across the world and they are considered a great brand because of their ability to reach the masses.

Also, we discussed Vera Wang bringing a her new label to Kohl's. Some people thought that bringing a lower end label to a department store, so that more of the US population will be reached, was a smart idea and that doing so would NOT hurt her image for beautiful, exclusive couture wedding gowns. Others thought that using her name for everything from clothing, bedding and home furnishings was too much of an oversaturation issue. They thought that doing so may destroy the exclusivity of her brand and the rare opportunity to wear one of her gowns if you could ever be so lucky. I am some what torn on the issue. Most people don't even know of Vera Wang and wouldn't even know the name if they saw it on a tag in Kohl's, so I don't know if people who don't understand the beauty of her work, will pay the little bit extra for her beautiful work. We, as a class, have decided to watch the line as it progresses this fall and see how this new Vera line works out.

Be back soon,

Amanda