Maybe you’re a retailer, maybe you’re a designer; who is your customer? Are you designing for yourself or what you know your customers will love – are you buying based on a specific client profile?
One company, Edun, the fashion brand started by Ali Hewson and Bono, is taking its message to a new audience — men.
For the first time, the company is promoting its menswear line with a digital-only advertising campaign featuring a lineup of well-known men. The idea is to highlight the men as “Edun Pioneers,” or men who are doing charitable work or pioneering new ideas in areas like food or business.
“We were hearing from our retailers that we need to define for them who the Edun guy was,” said Bridget Russo, the head of global marketing for Edun.
“It’s a guy’s guy,” she said. “It’s a guy that guys want to go have a beer with and girls would love to be with.”
What a revelation! This collection is going to be outstanding and really stand head and shoulders above every other men’s collection… I mean really! Consider for a second the collection was based on that darling of the Avant Garde London Club scene Daniel Lismore (see above) do you think for a second the collection might be noticed?
Those of us that work in digital marketing know only too well that the profile of our consumer is now almost irrelevant because we are now able to define lots of different types of customers – so Bridget is doing the right thing but saying something else entirely.
You can now identify pockets of customers defined by the platforms (networks) they frequent – when was the last time you carried out a poll or survey? The tone and approach can be very specific depending on the terms and phrases used as well as the location of the search.
Let me ask again who is your collection targeted at?
Bono goes “D’oh!”
