There's a brilliant article in this week's Business Week attacking advertising tactics by American Apparel & Abercrombie. Turns out that Business Week has a weekly column called Girl Improved, written by the women at 3iYing (which seems to be a market research company focused on female consumers).
"Girls cringe at overtly sexual ads, yet paradoxically, marketing campaigns targeted at teen girls are sex-obsessed," the article states, and goes on to detail how women fashions are aimed at men; trying to impress them and attempting to fulfill male fantasy, not young women's ideals.
The authors later go on to point out that often the message is confused due to the overuse of sex: "Gratuitous sex dilutes the sales value of your expensive advertisements... By relying on sex to sell your product you are not only getting lost in the steamy sea of marketing erotica, you're not highlighting what you want us to love in the first place—your product."Kudos-- I'm glad that some people are realizing that women are consumers in their own right, and the same old ad ideas won't work on them. Let's class it up. I'm tired of walking into a store and seeing images like these.
* Just a sidebar: American Apparel seems to have run into multiple issues regarding sex and gender, including harrassment charges against its CEO. Read about it here and here. And also, here. Or just google it.