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Originally Posted by TheEnforcer
All very true BUT did they cost themselves an opportunity to becomne a mainstream clothes vendor in the process? How many major chain stores will carry clothes that are marketed in that fashion? I don't know of too many that will.
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Ok lets say I want to start a clothing line. I'm a good designer and I have the means to manufactur a high quality product. What I don't have is a distribution point for my product. So I strike local deals with small boutique clothing stores and my stuff is popular! I approach large distributors but they won't give me the time of day. They give me reasons my product won't work like.. it is not a known brand, it is to high quality for this store but not high enough for this store... etc..
So I have a solid product and I have a limited distribution. I know my consumer though. I know they are hip and young and have disposable income. I know that my clothes are popular in the gay community. I know they are popular with people who spend their nights in dance clubs. I have a strong following for my product in my city but I'm only popular in that one place.
I have a limited budget for advertising. Most of my ad dollars are spent traveling to other cities and trying to get other people to sell my clothes. I've had limited success. I need to find a way to get people to talk about my clothes but I have to do it cheaply.
A publicity stunt is required to get my clothing line off the ground. I realize that my clothes are never going to be in a big chain store. I have accepted that. I'm happy with the level of business I can do in the small stores I just need to be in more markets.
If this company knows their not going to offend their customer base and that nobody is going to do business with them anyway... they have nothing to loose by pulling a stunt like this. I'm sure they are a little scared that they may have screwed themselves. I'm also sure their phone has been ringing all week from stores that want to carry their product. Their clothes are now associated with something edgy.. something sexy, porn. This company has set themselves apart from their competition.
If we want to see if it worked we can always come back to this site in a year or so and see if they are still around.
I think they took the Calvin Klein ads from the 80's and turned up the heat. The ads Calvin Klein ran in the 80's where very risque for their time. This company is pushing the advertising limits.
I am facinated by it.