Are We Too Focused on Youth?

by C. A. Brooks
Style and Focus Lifestyle PR

We live in a youth obsessed culture where everything and everyone has to be young and fresh. Look at some of the new and returning fall shows, that are aimed at teens and early twenty-somethings including the revamped 90's shows like 90210 and Melrose Place. The main cast of both shows are at least 10 years younger than the actors were when the original 90's series aired.

Flip through any glossy fashion and beauty magazine and you will notice there are numerous ads for anti-aging products and not just for your face but for your hair, nails and body. There's big business in anti-aging products and treatments all to make you look younger. Even teenagers are starting to purchase these products. Which is the last thing they should be worrying about is their skin starting to age. I wrote another post on this "Are Anti-Aging Products being over Marketed?"

Take a look at Hollywood, the current hottest celebrities are Miley Cyrus and the Jonas Brothers. Yes, they are talented but I feel as though they are be over marketed and are being promoted to the wrong target audience (more so with Miley Cyrus than with the Jonas Brothers). Hollywood has always had an obsession with youth but it seems that must be the current pre-requisite now because you don't really need to have any talent just youth. This is included with the number of complaints that I hear from teens about the lack of quality shows for them to watch. Some feel that there's nothing to watch if you're too old for Hannah Montana and not into the Gossip Girl type shows. So, what's left for them to watch?

As a marketer and publicist, I think overly promoting youth is not a good thing because constantly pushing youth places a negative connotation towards aging and suggest that you're only of some worth or value if you're in your teens and early twenties. It gives off a fear of once you step out of that age bracket you're useless and your life will no longer be any fun. Which is certainly not true. Now there are a group of people out there trying to chase youth and that's kind of like running on a treadmill trying to reach the finish line.

By only concentrating on youth, you decrease the value and experiences that we gain as we age. I think more attention should be focused on one's talent and experiences and instead of on looks and aging. Yes, it's pipe dream but maybe it'll happen one day.

Marketers Are Not the Reason People Buy Things They Don't Want

Rant for the day by
Style and Focus Lifestyle PR

I am so tired of hearing that "Marketers are the reason people buy things they don't want". People buy things because they want to buy them and not from ads or anything else. A person can see hundreds of ads and not be inclined to make a purchase unless it's for something that they were already interested in or thinking about buying. Saying that marketers are the reason would mean that people mindlessly shop and just buy whatever is pitched regardless of whether they want it or not. There are numerous reason why someone would make a purchase for instance, some consumers buy things as a status symbol or because they are simply trying to impress others.

I'm not going to deny that there aren't some ads that can be misleading and for those, make sure you do your research so you can make the best decision for you (and read the fine print).

Marketers are not forcing customers to go into stores and purchase anything. The consumer has freewill to make decisions and figure out for themselves if this is what they really want. Yes, Marketers help in figuring out the best way for customers to see the product but they do not force anyone to buy.

Has Calvin Klein Gone too Far with Ad?

From my Marketing POV, Calvin Klein is a great brand with amazingly chic clothes and I feel like they don't have to go out of their way to create controversy to sell the brand. I'm all for creative expression but you don't always need to use sex to sell everything. It gets old rather quick and it kind of suggest that their marketing and advertising people couldn't think of anything else to promote the clothing, so they fall back on using sex to sell. Let the product sell itself.

This type of advertising gets in the way of successfully communicating the product by distracting the audience from the purpose of the ad, which is to promote the product. With ads like this, the product gets lost amongst the blatant sex appeal.

With so much pressure on young women (be it directly or indirectly) to be sexy and to do things they might not be emotionally ready for, are ads such as this contributing to the pressure to be sexy? Although in this new day and age, sex is viewed in a different way than in the past and people are less judgemental but despite the changes there is still a double standard applied to women compared to men when it comes to sex. It's a porn-inspired or centered aesthetic that sends the message (mostly teen girls) that if they dress or act that way, they will be accepted.

Some questions that have arise from these ads are: "What is Calvin Klein's social responsibility for these types of ads?", "How are they contributing to society's well-being?" and "How far will companies go to out-sex each other to try to get consumers attention?"

Has Calvin Klein gone too far? What is your opinion?

Meet The New Disney Princess

(Click picture to enlarge)

Tiana in 'Princess and the Frog'

by Charisse Jones
USA Today

Move over Snow White, make room for Princess Tiana.

For the first time, Disney is creating a film with an African-American princess, whose doll made its debut Monday at the American International Toy Fair in New York City.

For Disney, it's not just about being culturally and politically correct, it's also about growing its lucrative - but aging - Disney princess franchise in a tough economy. Created in 1999, Disney Princesses had $4 billion in global retail sales last year.

The cocoa-colored doll, which sports a tiara, a flowing blue gown, and is roughly the size of a Barbie, is expected to sell for about the same $10 to $15 as Barbie. Disney hopes it will boost the franchise through rough times. The $22-billion toy industry saw sales fall about 3% last year, and sales of dolls dropped a hefty 8%, according to the Toy Industry Association.

Though Princess Tiana was on the drawing board long before Barack Obama was elected the nation's first black president, marketing experts say she signals a growing awareness by industries from toy makers to cosmetic companies that diversity is critical in a nation where people of color will be the majority in little more than 30 years.

"It's very significant," says Lisa Skriloff, president of Multicultural Marketing Resources. "It's like a stamp of approval for one of the most outstanding family (entertainment) companies to say this is important."

Tiana, whose story will come to the big screen later this year in the animated musical "The Princess and the Frog," is the first princess introduced by Disney since "Mulan" in 1998.

Disney executives say that they did not set out to make a social statement.

"It was much more about the storytelling," says Kathy Franklin, vice president, global studio franchise development for Disney Consumer Products. "This was not about a conscious decision to say we need an African-American princess."

Yet, industry watchers say that when Princess Tiana dolls hit store in the fall, they will bring diversity to a marketplace where it's been sorely lacking.

Mattel, which has the license to create the Princess Tiana dolls, is planning to release its own line of black dolls in September. Part of the Barbie family, the So In Style dolls are being touted as having a more authentic appearance, from their hair to their varying skin tones.

Disney, which has had great success with its Princess franchise, predicts that sales will surge with the arrival of Tiana.

"We expect our sales of Princess Tiana products to be significant, and not just to African-American households," says Franklin.

Tiana merchandise will range from Halloween costumes to backpacks. There are plans for Tiana-themed MP3 players and digital cameras to be in stores by the end of the year, and a line of Princess Tiana and "The Princess and the Frog" books will go on sale this fall.

(Click picture to enlarge)

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Blogger Note: I do recall that Mattel had created special black Barbie dolls I believe in the 90's. I just can't quite remember the names.

The Importance of Staying Visible in Tough Times

by Annice Brooks
Style and Focus Lifestyle PR

Yes, it's common sense to stay visible doing tough economic times but many seem to forget that. As the old saying goes "Out of Sight, Out of Mind". Instead of using all their resources many are choosing to scale back or eliminate their Marketing and Public Relations altogether. Why? By doing that all it will do is put you at a disadvantage once the economy starts to take off again. This may not be the best time to promote curtain products such as luxury items but companies no matter if their selling birds seeds to Bottega Veneta need to stay in the public eye.

It's doesn't require companies using stunts to get attention. Promote the company's positive points such as charitable endeavors or how the company is striving to succeed during this lack luster economy. This is the real value of using PR to tackle issues such as this. Just come up with creative ideas to promote your company and/or products. Human interest pieces such as helping a local soup kitchen in need to Recession-proof workshops for small businesses can help increase visibility as well as provide you with positive feedback with your target audience. To move products many tried and true way work such as grocery stores, book stores and clothing boutiques have noticed increase in sales with in store signings (book stores and boutiques) and free samples with coupons (grocery stores).

However, despite the tough times many companies are doing the reverse and are increasing their budget. For instance, in a November Wall Street Journal article "Marketers Take a Softer Tack to Reach Uneasy Customers" several companies including Pillsbury are increasing their marketing budget with successful campaigns that focus on family, warmth and safety of home. It shows stability in an unstable time.

But don't over flood the social media networks, newspapers, etc. with "news" because doing that will easily result in no media coverage at all. Make it standout but remember no over the top gimmicks or stunts.


Style & Focus Lifestyle PR is a strategic and creative freelance based company catering to small businesses in the Lifestyle, Fashion and Beauty market. We provide clients with original ideas, services and personal attention through promotion and increased public awareness. For more information contact Style and Focus Lifestyle PR: styleandfocusfreelance@yahoo.com

Do Magazines Need A Signature Look?

By Style and Focus Lifestyle PR

I have a sorority sister who sells ad space in magazines and yesterday we stopped by a local cafe to buy a coffee (for her) and spiced pumpkin chai tea (for me) to just sit and catch-up. Some how we got on the subject of signature looks of magazines and Glamour came to mind of not having a signature look anymore.

As much as I like Glamour (I've been a long time reader since high school) I feel like it doesn't have a signature or unique look anymore. The improvements seem to have turned it into a whole new magazine. The layouts, articles and even the cover reminds me too much of Marie Claire. Other magazines such as Cosmopolitan have updated and given the magazine a fresh new look but it still has the feel of a Cosmopolitan magazine. As with any other product, improvements are important and sometimes necessary to stay competitive but with some products you still want to leave something that can be distinguishable to your clients (readers).

We were both very disappointed with Glamour's latest issue (November) with the 3D. From a marketing standpoint the 3D section is way to gimmicky and doesn't really add any value to the magazine except possibly to increase sales.

Once I got home, I starting flipping through a few older Glamour '08 issues sitting on the coffee table and noticed that you can really see a difference between the older and the last three (Sept., Oct., and Nov.) issues.

I think magazines should be updated with new looks but still have a signature look to it. The signature look will make it standout amongst all the other magazines on the shelf giving readers a unique feel for that magazine. Other wise what would be the point of buying that particular magazine if it's not different than the others.

Are we Overloaded with Celebrity Product Promotion?

by Style and Focus Lifestyle PR

This might sound strange coming from someone in Marketing & PR but there are too many ads featuring celebrities as well as there are too many celebrity products being aimed at the same target market.

A few questions that come to mind are: Do we really need to see so many celebrities in ads to purchase a product? Are companies relying too much on the celebrity endorsement to sell their products or are they just cashing in on our celebrity obsessed culture? Some might say that they are spending to much time and money on the celebrities instead of the focusing on promoting their product.

For instance, if you flip through any of the latest issue of a fashion magazine and you will see a large quantity of ads featuring some of the top as well as the latest IT celebrities promoting perfume, shampoo, skin care, clothing and more. With the fickleness of fans and not just in Hollywood, companies as well as celebrities entrepreneurs take a real risk of over exposure.

But do companies as well as their products risk losing their identity with being associated with the celebrity? What happens if the celebrity's image takes a hit? Will that reflect upon the product or the company?

It's almost to the point where it's considered a "no-brainer" to put a celebrity in an ad or endorse a beauty or fashion item. Because they know that some women are "star gazers" and want to be like them, which results in a good source of sales and revenue.

Is Creativity the Way to Boost Sales during Recession?

by A. Brooks
Style and Focus Lifestyle PR

During hard times companies are looking towards their marketing, PR and advertising - in-house or outside agency - to provide creative ways to make an impact and attract sales more often than not with a minimized budget. Creativity will be key because it will set a business apart from all it's competitors.

This is when marketers, advertisers and publicist really start earning their paychecks and surprisingly are given more free range to be more creative and use their imaginations to promote the products, services, the company's image, etc. However, there is no magical formula but it will take creative energy, innovative ideas and follow through to implement the new marketing plan. Publicist will continue to work the "free press" to get their clients name out there including continued contact with bloggers and social networks sites. They are also sending out more human interest pieces to show that the company cares as well as the traditional news releases and media alerts. It's a great cost effective way to reach the target market.

No doubt you have probably noticed the free gas cards being offered at certain businesses, new packaging, company logo's being updated, promotional tie-ends and free GWP (gift with purchase), magazines offering low priced subscriptions, etc. all to encourage current and potential new customers to try their products or services. The goal is to stay visible to their customers.

Visibility is important to fashion boutiques, because several popular ones continue to set up celebrities in-store promotions to promote the celebrity's clothing line which would result in additional sales and "free press" with perhaps the daily newspapers, entertainment TV shows and blogs. However, visibility can work in reverse with many boutiques dropping some celebrity lines if they can not get the celebrities for an in-store promotion, case in point, with the recent removal of Lauren Conrad's line from Kitson and Victoria Beckham's clothing also from Kitson back in April.

Will injecting more creativity boost sales during recession?



Style and Focus Lifestyle PR is a publicity and marketing freelance company as well as an informative and entertaining blog, Style and Focus Lifestyle PR, that helps small businesses build brand awareness in Fashion, Beauty, Philanthropic, Lifestyle, Entertainment and more. For more information contact Style and Focus Lifestyle PR: styleandfocusfreelance@yahoo.com

How to Market a Healthy Lifestyle to Children?

by A. Brooks
Style and Focus Lifestyle PR

It's definitely not an easy task. With the new controversial cholesterol drug for kids being introduced, it's more important than ever for kids to live a healthier lifestyle.

First, you will have to start with the parents to inform them on ways to encourage and to incorporate healthy living on a daily basis. They have to set good examples for their kids, they can't tell a kid to exercise if they're sitting on the sofa watching TV and eating a big bag of chips. They need to see you exercising and eating healthy food for it to make a difference.

Second, the kids have to understand the importance of a healthy lifestyle. Their attitudes have to change as well as their awareness has to be raise before any action can be made. But It's has to become second nature to choose healthy food and to exercise. It also has to be fun so that eventually it's turns into a new healthy habit. Also, you want them not to become obsessed or too focused on their weight, you just want them to make good decisions.

Marketing a healthy lifestyle is more than just promoting veggies over french fries, because there are so many competing marketing directed at them (video games, fast food, snacks, etc) it's up to the parent's to make good decisions for them so that when they become teenagers they can make good decisions for themselves. Some might say if you promote health issues you might bankrupt the junk food industry. Not at all because I'm not saying kids can't eat chips and candy but just in moderation.

Six tips for a healthy lifestyle:

* Buy healthy snacks. The irony is it's cheaper to buy junk or unhealthy snacks compared to fruits and veggies but in the long run it'll cost you more with your kids health. Keep snacks small.

* Teach kids portion control. We have become accustomed to oversize portions and now need to choose the correct serving size to counteract the growing supersize waistlines.

* Limit fried and fast food to once a week.

* Encourage 30 min of exercise 3x a week. With more gym classes being cut from schools parents have to figure out a way to get their kids to exercise. To encourage exercise, rent or buy children fitness videos they range from dance, aerobics, kickboxing, yoga and much more.

* Prepare healthy meals. Let your children help select recipes and if possible to help with the prep time. Don't cut out dessert just make it a healthy option.

* Foster an active lifestyle. Set a TV limit to encourage kids to step away from the screen. If possible take the stairs versus the elevator, water over cola, walk or ride a bike to the local market over driving, etc. Play with your kids such as playing tag or jump rope and make a game out of doing household chores. Let kids help out in the garden with digging, raking, removing weed, etc. They will never realize they're even exercising.

This is just the begining because Style and Focus Lifestyle PR will post tips and information that parents can use to keep kids active.

Mattel Looking to Revive and Revamp Barbie

Like most young women, I grew up owning several Barbie dolls. She's been around for quite a while but Barbie isn't doing as well as she used to do, retail wise. Below is an article, "Mattel Looks to Simplify its Barbie Line" that I read a couple of weeks ago about Mattel's attempts to revamp the brand.


Mattel Looks to Simplify its Barbie Line
by Nicholas Casey
Wall Street Journal

For Mattel Inc. and its flagship icon Barbie, chasing the ever-changing tastes of American girls is turning out to be more difficult than expected.

Amid a rare quarterly loss reported Monday, April 21st, the El Segundo, Calif., company reported flat world-wide sales for the Barbie brand. That reflects a 12 percent decline in the U.S., repeating a pattern the company stuggled with last year, when domestic Barbie sales declined as foreign sales increased.

Mattel's struggle to breathe life back into the icon, more than a year after problems in its Barbie business surfaced, shows the ongoing challenge the toy industry faces in attracting the fickle attention of young girls. In many of last year's Barbie lines, for example, the company sought to modernize the doll with more electronic features.

"We're seeing an ever evolving and changing girl," says Chuck Scothon, senior vice president of Mattel's girls division. "I think there's more competition for girls' attention," he said, citing items such as consumer electronics.

Yet some of Mattel's attempts to address the competion posed by iPods and other electronic items has only confused its young customers. The recent Magic of the Rainbow, a fantasy doll marketed under the Barbie brand, doubled as a remote control, came with a CD-ROM game and featured wings that fluttered at the push of a button. "Girls asked - is this a doll?" Scothon says. "We put too much in."

Mariposa (see picture above), the next in the fantasy line, more clearly resembles a doll, the company says, and will be key to it's "back to the basics approach."

Mattel is looking to make Barbie over with a series of changes to simplify it.

Mattel's quest for perfection in the design studio - where engineering timelines for new products range between six months and two years - may be proving an additional burden when it comes to rolling out Barbie merchandise that adapts to children's tastes. And the company faces a dilemma about how to transform a highly popular social networking site into a for-frofit venture.

Wooing young girls is an unfamiliar trial for Barbie, the doll that dominated wish lists for nearly 50 years, only recently facing a serious challenge from a competing doll brand called Bratz from MGA Entertainment Inc.

Fighting for Barbie's reputation is still important for Mattel. Despite the flattening sales, the brand remains the No. 1 name in girls' toys, according to market research firm NPD Funworld, a unit of NPD Group Inc. that tracks toys.

Mattel also is hoping to find a rainmaker in its Web site, BarbieGirls.com, a meet-and-greet online world that has attracted 11 million users. So far the company has struggled to convert the free site into an active source of revenue. A $60 MP3 player that unlocked additonal online features proved a disappointment at retail, and Mattel is phasing it out.

This year, the company says it will begin charging a subscription fee - so far undisclosed - to BarbieGirls.com users. Scothon says he is "confident" that the new model will prove fruitful for the brand that he says maintains a strong following among girls eight to 12 - a group that traditionally shies away from doll play.

Mattel this year is targeting girls 5 to 9 years old with a product called iDesign, a software-based game that allows users to design Barbie outfits from their computer and host virtual fashion shows.

Mixing traditional dolls and more tech-based play is a good move and "obviously a part of the future," says Sean McGowan an analyst at Needham & Co. "The brand itself is not dead."

Are Fashion Magazines Still Key?

by Courtney Brooks, M.S.

Are fashion magazines still key? Are they still a top player for advertisers? With newsstand sales not at their best, will we start seeing fewer top advertisers in the next 3-5 years? Will we also see fewer fashion magazines in the upcoming future?

It has been written about numerous times about the onset of fashion and beauty blogs and how more companies are looking for more personal ways to reach out to their target market and acquire potential new customers. And blogs give them that additional option. Also, some top fashion and beauty blogs are more than just adequate competition to magazines they have garnered a large percentage of readers and have been established as a creditable free resource. But with blogs, there is a risk of abandonment not just from readers but from the blog owners themselves. There is a huge turnover rate with people starting and abandoning their blogs.

Magazines are still a key component for reaching customers but since most fashion magazines are published monthly the publishers have created more interactive websites with some being updated on a daily or weekly basis. And found on some of the sites are advertisements that are aimed at the target audience. Magazines are also still key with some readers because they satisfy a convenience, visual and tangible factors. Some readers even stock pile or collect their magazines instead of getting rid or recycling them at the end of the month.

Though most top fashion magazines are in no danger of disappearing, publishers still need to start promoting and advertising their products (i.e. their magazines) or risk losing readers to other forms of competition. Recently, a few magazines have even started offering coupons, for instance Real Simple and Woman's Day placed them in the Sunday coupon booklets. Teen magazine offered a printable coupon on their website for their Winter issue. Offering coupons may work for some magazines but may not fit the image of others but they still need to figure out a way to improve their sales.

My Life: Just on my mind 3

* I watched the NBA All-Star game last night I thought the half time show was great because it incorporated the spirit of New Orleans. The game was cool, I was rooting for the East and I'm glad that they won.

* Over the weekend I went to an estate sell with my mother and she purchased 16 old and classic books for only $5.00. If you get a chance attend one you never know what you might find. I looked but did not see any antique teapots.

* I received an e-mail asking me What's going to be hot for spring? What's hot is pretty much whatever you like but colors are always in and this year the color yellow seems to be quite popular. As for accessories, I noticed less = more and simple delicate pieces are going to worn. For make-up, soft pinks and peaches paired with fuller but neat eye brows.

* I don't know if you've noticed but there seem to be less ads and commercials using "sex" to sell. I remember reading a study that showed that most people don't even realize what product is being promoted. The formula doesn't seem to have the impact it once had. Constantly bombarding the potential customer with sexy ads just pushes the product right out of their mind.

My Life: Just on my mind 2

* I think a lot of people who are thinking about entering into the Fashion or Lifestyle PR field don't realize how much work you really have to do everyday. My day starts early and most times it's long. It's not as glamorous as it appears on TV or in the movies. I considering myself very energetic and ambitious with a passion for this. On some level, I think you have to be because there is so much more than attending events, meeting celebrities, etc.

* A friend of mine who's new to PR has been feeling really frustrated with pitching and wondering why she's not getting her clients a lot media attention. I asked her to send me pitch letters for a couple of her clients. I read it and realize that nothing stood out or seemed interesting. Also, there is nothing in it for the media as in what do they really get out it (for instance is it something that their readers or viewers would really be interested in). The letters just seem a little generic. I ask her to really think about her clients products and really get interested in them because if you're not interested in them then why should anyone else be.

* I received quite a few e-mails throughout the year letting me know that they like my blog because it's not completely focused on celebrities. I really don't like to focus on the tabloid kind of information but I hope that you find it interesting. Thank you for all the e-mails of praise and I hope to continue to bring you great information.

Marketing Cartoon

(Credit: cartoonstock.com)
Artist: Mike Baldwin

Is Payless Committing Copyright Infringement on Tory Burch?

According to WWD, River Light V, which produces the Tory Burch line, filed a trademark infringement lawsuit in March against Wanted Stores Inc., Orva Stores and A&E Stores Inc., which does business as Strawberry Stores. The lawsuit alleged that all three companies sold shoes that infringe on Tory Burch's Reva ballet flat trademark.

The Reva is the "Must Have Flat" (see pictures below). Will Payless also be mentioned in a infringement lawsuit? Payless is currently selling a "Reva" like flat called the Crest Ballet Flat (see pictures below). The Payless flat is very similar to the Tory Burch Reva flat. Is this inspiration or copying?

What do you think? Is the Payless shoe too similar? Should Payless be included in the lawsuit?


Tory Burch

Nappa Leather Reva Ballet Flat in Equestrian Orange

$195.00



















Nappa Leather Reva Ballet Flat in Black Patent Leather

$195.00























Payless

Crest Ballet Flat in Black

$19.99

















Crest Ballet Flat in Gold



$19.99

Whose to Blame for Marketing Provocative Dolls to Young Girls?

Last nights episode of Boston Legal brought up a lot of questions with marketing provocative toys to young girls. This morning I read a similar article on MSN's Health and Fitness "Are Bratz Dolls Too Sexy?"

As a marketer that is something I never agreed with. Children need to be children they don't need to rush from childhood straight to being a teenager. On Boston Legal, James Spader's character kept refering to them as little hooker dolls and saying that they are turning little girls into prostitots.

Little girls are idolizing the infamous four in Hollywood and these dolls are dressed just like them. Each Bratz doll has a face full of make-up and are scantily dressed, they make Barbie look like a nun.

The Bratz dolls can not take all the blame because Barbie's MyScene dolls are just carbon copies. Mattel changed the look of the MyScene dolls to something similar to the Bratz dolls. The MyScene dolls use to have the Barbie face and non-detachable feet.

Some of this issue also falls on the parents, because ultimately it's up to them what comes through their door. They are responsible for purchasing these products, just because a child wants something doesn't mean that they should get it. There have been things I wanted as a child but did not get because my parents used the word "No".

As much as I do not agree with the marketing practices of promoting these types of toys to young children, the parents are the ultimate gate keeper and should monitor what their children are playing with. Also, if someone gives them a gift that is inappropriate then they should return it.

What about the manufacterers? Are they just seeing dollars signs and not worrying about the impact of these dolls on today's youth or are they just providing a product that is in demand?

Are we as a society to blame for allowing toys like this to become so popular that they can influence young girls and make them want to imitate them?

What Motivates You To Buy?

by Lifestyle Guru

Marketers have been seen as the culprit because we are seen as manipulators, tricking unassuming consumers into buying products they don't need. Maybe there are some marketers doing that but the majority are only promoting different products and services. Ultimately it's the free will of the customers to decide whether this product is what they are looking for. We market solutions to peoples problems. If they do not have a problem they will by pass any ads for that product or service.

People buy for different reasons: needs, wants, status symbol, the first to try (innovators and early adopters), price, features, etc.

One weekend I went to the mall and I asked three friends why they each bought what they just purchased. The first friend paid full price for a designer piece because she saw it in an issue of VOGUE magazine and had to have it. She said "I have no financial obligations and felt like treating myself to something I really wanted." My second friend said "I only buy things that are on sale. Why pay full price on something that is just going to go out of style?" The last friend said "I like to buy the latest things whether it's a new cell phone or the new "IT" shoes".

Three different people with three different reasons on what motivates them to buy (whether they realize the reasons or not).

Can the Gap be saved?

by Lifestyle Guru

The Gap has gotten a lot of press lately for low sales, possible selling off from parent company, lack of traffic in stores and on the website. So, what happend? In my opinion, I think the Gap lost sight of it's customers.

They seemed to be more interested in getting the latest celebrity to star in their commercials and ads instead of keeping an eye out on consumer trends and new target markets.

A trend that was brewing was teen marketing. The Gap also had more competitors than they previously had in the past for instance: Abercrombie & Finch, American Apparel, American Eagle and speciality boutiques selling designer apparel. Had they realized they could have branched off and created a teen specific store to get a jump on their competition. Many teens started to feel that The Gap really wasn't cool enough to them.

They also didn't seem to know who their target market was anymore. Who were they trying to attract? Teens, college students, 20-somethings, 30+ market or everyone?

Another market that they could of attracted is the college graduate. Many wore Gap clothes while attending college (including myself). An opportunity would of been to promote their affordable career category that they have in magazines such as Cosmopolitan, Glamour, Essence, GQ and Maxim (for the guys) and different TV shows. Many of the college graduates "graduated" to Banana Republic, Ann Taylor, The Limited, Express and designer apparel. They had a "what to wear to work" page on their website for a short time. In my opionion they should of kept it.

Can the Gap be saved? I hope so, I am a fan and I still think they have great clothes there. I just think they need to focus on the customer and less on the celebs. Let me know what you think.

Some of you might be asking, What do I know? Even though I am a young professional in Marketing and PR, some of my strengths and areas of expertise are:

Trend analyst
Creative development
Identifying new target markets
Customer Relationship Marketing
Integrated Marketing Communication
Focusing on the teen, 20-something and lifestyle markets
Trouble shooting problems and spotting weaknesses
Marketing, public relations and event planning