This JCPenney Ad Highlights Women as Enthusiastic World Cup Fans
Laura McQuarrie — January 21, 2015 — Marketing
References: marketmenot & sourcingjournalonline
When you think of the World Cup, the first things that come to mind are probably not women and fashion—but this clothing commercial from JCPenney represents for the ladies who are diehard football fans. The commercial features strong Latina women wearing their team's colors in casual JCP gear, getting involved in watching matches and getting active in general.
In an attempt to boost its brand image as a destination for Hispanic families, the 'Pulse' is one commercial example of how this brand is tapping into a powerful Latina market. After finding a study that revealed the World Cup is not just an event that appeals to men, JCP claims to have had a "breakthough moment" and decided to hone in on targeting female Hispanic customers.
In an attempt to boost its brand image as a destination for Hispanic families, the 'Pulse' is one commercial example of how this brand is tapping into a powerful Latina market. After finding a study that revealed the World Cup is not just an event that appeals to men, JCP claims to have had a "breakthough moment" and decided to hone in on targeting female Hispanic customers.
Trend Themes
1. Female World Cup Fashion - Female-targeted clothing and accessories that cater to female soccer fans.
2. Latina Market Targeting - Creating marketing campaigns and products specifically tailored to the Hispanic community.
3. Gender-inclusive Sports Marketing - Gender-neutral advertising that acknowledges women's love of sports and highlights their passion for athletics.
Industry Implications
1. Fashion - Creating clothing lines that coincide with big sporting events.
2. Marketing - Targeted marketing and advertising campaigns helping companies reach a specific audience.
3. Sports - Recognizing underrepresented demographics in sports and giving them a platform through advertising and sponsorship.
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