Friday, May 22, 2015

Apparently a princess can sell pantyhose.

Back in 2011, when Princess Kate arrived on the scene, 15 years of pantyhose sales declines came to an end, and Hanesbrands decided to revive advertising support of their L'eggs brand after an extended hiatus. (Copeland, 2011)

While I can't find any specifics about how L'eggs are doing, Thursday's Wall Street Journal headline -- Could Mom Jeans Be Next?  Pantyhose Are Back, for Real, suggests that yes indeed nude pantyhose are making a comeback.  Donna Karan's "The Nudes" line is the brand's fastest growing and represents about half of their hose business.  And, Bloomingdales chimed in as well to say that nude sheers are having particularly strong sales this year. (Binkley, 2015).

Before we give Kate all the credit it should be noted that other celebrities including Kate Perry, Ariana Grande and AnnaSophia Robb also favor the look, proving again just how powerful a force celebrities have become when it comes to marketing fashion to Millennials.

Here's a link to the previous blog...

Copeland, L. (2011, November 8)  The End of Pantyhose?  Retrieved November 9, 2011, from

Binkley, C. (2015, May 21) Could Mom Jeans Be Next?  Pantyhose Are Back, for Real.  The Wall Street Journal.  p D1 & D2

Friday, May 15, 2015

If you can't find a Coke with your name on it, will you buy Lay's Chips with your photo instead?

Coca-Cola's "Share a Coke" campaign -- the one where they printed people's names on the cans, was such a huge international hit (and the first time in years that they have seen a sales increase) that it has been expanded this year. 

In addition to adding new names such as Desi, Sheena and Destiny, they are also offering nicknames such as "Sidekick" and generic words such as "Team." And for those of us with unusual names -- the chance to order custom bottles for the bargain price of $5 plus $5 for shipping. (Rooney, 2015)

Oh, and they didn't forget blind people either.  Yes, some names are available printed in braille.  (Nudd, 2015)

So along comes Lay's Chips to up the ante.  Thanks to an interactive tool called the "Lay's Summer Bag Creator," 10,000 chip lovers will receive an actual bag of  chips with their personalized photo and caption.   (Rooney, 2015)

What do you think?  Will Coke be able to build on last year's success?  Will chips with photos be just as popular?

Rooney, B. (2015, April 14)  'Share a Coke' is back with more of your names on bottles.  Retrieved May 14, 2015, from

Nudd, T. (2015, May 11)  Coca-Cola is now printing Cans and Bottles in Braille for Blind People. Retrieved May 14, 2015, from 

Rooney, B. (2015, May 12)  Want your face on a bag of chips?  Lays will let you do that.  Retrieved May 14, 2015, from 

Saturday, May 9, 2015

Can Ellen turn things around for GapKids?

The Gap has been struggling for several years now to find its place in the world of retailing.  (Sales were down 7% last quarter.) 

Now they have announced that this year's back-to-school effort for girls will feature a new collection from Ellen DeGeneres.  The  line labeled GapKids x ED, ties into Ellen's lifestyle brand ED, which includes women's clothes, accessories and home decor.

What do you think?  Will this bring back women who have left the brand due to its style missteps?

Mahoney, S. (2015, May 7) Gap, Ellen Team Up For Girls' Line  Retrieved May 8, 2015, from

Friday, May 1, 2015

Will Dick's new campaign sell workout gear to couch potato women?

After acknowledging that women now account for 50% of sales, Dick's Sporting Goods thought that they should do actually do something about it.  In addition to expanding floor space devoted to women, they have created a new niche campaign targeting them.

The campaign insight?  "Women juggle a lot."

The :60 second commercial focuses on women finding ways to fit exercise into their busy lives, but we know that the vast majority of people buying athletic wear do not exercise.  So will this approach work?

Look at the commercial here...

And discuss.

McCarthy, M. (2015, April 30)  Ad of the Day: Dick's Sporting Goods Goes the Extra Mile in Its First Campaign for Women.  Retrieved April 30, 2015, from