1.
The key characteristics of Ginch Gonch’s
advertising makes them unique, because they use ads that is known as “double
entendre, something that conveys two meanings, one of which is sexual and
risqué.” (Brand Story, Pg. 167) They also use cheeky taglines. I think
consumers buy Ginch Gonch products because they like to have cheesy, decorative
underwear. It also pertains to the gay community.
2.
It might be ethical to some people to use sex to
sell products. “Some may argue that using nudity in advertising or hiring
expornographic models is wrong and immoral…” (Brand Story, Pg. 170) Other
retailers that I know use sex to sell products would be Dolce & Gabanna and
Tom Ford. It makes their products more desirable because it draws in the
consumers and it makes them focus on the brand and the product more.
3.
I think Jason Sutherland decided to market to
the gay community, because it was an instant success with the gay community.
“We own the gay market…Gay men love them; lesbians love them.” (Brand Story,
Pg. 162) It’s also his savvy female customers that drive his unique form of
advertising. I think there are quite a lot of gay consumers out there because
that is whom his niche market is mainly for. “By taking chances with a unique
product line, creating risqué advertising and being loyal to an established
market niche, this brand has grown larger each year.” (Brand Story, Pg. 170)
4.
If I were in charge of Ginch Gonch’s next
fashion assortment, I would call it “The Ginch Gonch You!” as in “The Ginch Got
You!” I would call it this because it was the first thing that popped into my
mind. The Ginch Got You means that you have caved in to buying one of the Ginch
Gonch’s underwear. As in the brand got you to buy one pair of underwear.
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