John Lewis Brand Boosting Swimwear
Going Like Sixty — January 21, 2008 — Business
References: johnlewis
John Lewis has department stores all over the U.K. To say that they have been conservative might be an understatement.
A spokesperson says they needed to "sex up" its brand image. And using model Florence Burdenell-Bruce in the shoot for this this swim wear collection was their answer to helping the department store's image. Pretty tame, no?
Implications - Although it's been tried, tested and somewhat proven that sex sells, it is important for brands to understand and implement the right amount of sex appeal to bring to their image. By adding the right dosage, companies are able to create the pull they desire without the backlash of concerned conservative bystanders.
A spokesperson says they needed to "sex up" its brand image. And using model Florence Burdenell-Bruce in the shoot for this this swim wear collection was their answer to helping the department store's image. Pretty tame, no?
Implications - Although it's been tried, tested and somewhat proven that sex sells, it is important for brands to understand and implement the right amount of sex appeal to bring to their image. By adding the right dosage, companies are able to create the pull they desire without the backlash of concerned conservative bystanders.
Trend Themes
1. Branding Reinvention - Opportunity to revamp a brand image by incorporating sex appeal in a strategic and tasteful manner.
2. Sensual Marketing - Utilizing sex appeal as a marketing tool to attract customers while avoiding negative reactions.
3. Conservative Reinvention - Exploring ways for conservative brands to update their image and appeal to a wider audience through subtle use of sex appeal.
Industry Implications
1. Fashion Retail - Incorporating sex appeal into fashion retail strategies to attract more customers and rejuvenate brand image.
2. Advertising - Opportunity for advertisers to create impactful campaigns by striking a balance between classy sex appeal and conservative values.
3. Marketing Consulting - Offering guidance to conservative brands on how to incorporate sex appeal into their marketing strategies without compromising their core values.
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