Word: glamourizing
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Lopez's marketers hope her target audience views her ambition and business smarts as the height of modern-day glamour. "In fashion, having momentum and timing is everything," says Denise Seegal, CEO of Sweetface Fashion. "We take our cues from our consumer, and they want J.Lo from head to toe." This is a radical departure from days of old, when poster girls may have always been ferociously ambitious, but it never showed...
...Mercedes-Benz has learned, comic glamour is deceptively difficult to execute. It must be sophisticated yet have a self-deprecating wit. Mercedes, a brand with impeccably aristocratic roots, has stumbled frequently in its attempts at humor, most recently in TV spots featuring a race to the airport and a genie in a bottle. On the other hand, Whirlpool introduced a Benz-like washing machine in a brilliant onetime use of comic glamour when it debuted its Calypso model with psychedelics and a deadpan sense of humor...
Even traditional glamour marketing has changed. In less than three years, Sweetface Fashion, Jennifer Lopez's holding company, zoomed from zero to $300 million in sales. This year's goal is in the neighborhood of $400 million. While the endless stream of J.Lo by Jennifer Lopez merchandise hardly creates a feeling of exclusivity, Lopez rarely appears in the promo campaigns, thus preserving some of her scarcity. Nevertheless, Bruce Tait of Fallon Brand Consulting cautions, "When any brand extends beyond its perceived core, consumers often look at it as a greedy move, and that can create animosity...
Pier 1 Imports and others strive for comic glamour to make their mark. With actress Kirstie Alley, Pier 1 walked the razor's edge of parody. The company, with $1.8 billion in sales for 2003, apparently felt it could gamble on Alley's fairy-godmother-in-an-evening-gown routine. It has now moved on to Thom Filicia, a member of the Queer Eye for the Straight Guy cast, who strengthens Pier 1's connection to individual style while injecting a trendy dose of male glamour...
...reflects a broader acceptance of gays and gay culture, but it does underscore the increasing pressure on men to be glamorous. The business opportunity is huge, as the billion-dollar market for sexual-performance-enhancing drugs and plastic surgery for men shows. To date, the marketing of male glamour almost without exception smacks of desperation. The Queer Eye targets are always hauled in by their women. The marketing of Viagra and Levitra is painful to behold, and indeed Viagra will soon hire a new advertising agency to manage its $100 million account...