What key characteristics of Ginch Gonch’s advertising makes them unique? Why do you think consumers buy Ginch Gonch? “These ads are about personal expression and freedom. Ginch Gonch ads signify this ideology both in written word and visual spectacle, creating a connection with human emotions through original marketing and innovative ideas that push the boundaries of traditional apparel branding and advertising. Such forward advertising has helped this company to create a niche for itself as the ‘brat’ of the industry.” (Brand/ Story, p. 164) Consumers buy the product because it is so different and well made. It appeals to the child inside of us all.
Do you think it is ethical to use sex to sell products? Can you think of other retailers who do this? How does it make their products more desirable? I think it is necessary to use sex to sell adult oriented products. It makes so many companies so much more successful. Dolce and Gabanna, Calvin Klein, Victoria Secret, Abercrombie and Fitch, and True Religion are just a few of the brands that use sexual innuendo to sell products.
Why do you think Jason Sutherland decided to market to the gay community? Do you think there are a lot of gay consumers? Why? “Gay men have traditionally shown an interest in their appearance and the latest developments in clothing and fashion. Gay men have also traditionally been involved in the fashion industry, as designers, stylists, and retailers.” (Brand/ Story, p.165) Gay men love things that are unusual and have a sexual spin so this is an obvious choice to market to. Also, it is an underserved market.
If you were in charge of Ginch Gonch’s next fashion assortment what would you call it? Why? I would create the next line based on extreme sports, like skateboarding and snowboarding. It would be “Underwear to the Xtreme.” It can still have that sexual reference and make since and be something that lots of people will relate to. The company wouldn’t want to do regular sports so the extreme sports would be a great alternative for the alternative audience that the company boasts as customers.
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