rics321 that is a stupid remark. We are not selling products to "artistes". We are selling products to 31 year old normal women with normal lives and normal bodies. Your post is as arrogant as the idiots at Joes who think that pompous bondage video is speaking to their customer.
Artistic videos don't speak to 31 year old women about jeans that fit good and have nice colors.
Artistic videos that use bondage as their main visual element will alienate probably 80% of the target market entirely, who will see the subject matter as vulgar and not artistic.
I guess it all depends on whether we want same store retail growth of 15%+ for the next three years, which requires real advertising to real people. If you want to live with 5% same store sales growth and win art contests attended by the gay elite and hollywood advertising directors, then stick with arrogant bondage advertisements.
I agree with you peristentone. The avante-garde/bondage advertising is a risky ploy at best. At worst it could be a full out disaster.
But there could be one saving grace. Perhaps it was purely accidental, but the bondage theme has been in the mainstream spotlight recently with the success of the best-selling book, "50 Shades of Gray". I never read the book, but I know it's about bondage/submission and I know it has excited millions of upper-middle class women in the age range of 30-40, which just happens to be in JOE's ballpark. Whether JOE's is purposely trying to tap into the "50 Shades fantasy" trend on a subconscious level, I do not know. But that is the only conceivable reason I can think of that would justify their atrocious advertising videos. If you go on dating websites and do a search for single women in the 30-40 age range, you will find that nearly every one has listed 50 Shades of Gray as a book they liked. Don't ask me to explain it.
You seriously have no idea what you are invested in!!!! I would suggest re-evaluating your entire investment strategy.
Joes Jeans doesn't make Jeans or clothes for average America! Its meant for the rich and the fab ( mainly gay and/or metrosexual crowd). Average America is neither rich nor metrosexual .... so that makes their advertising spot on, they are reaching their target market!
Just a few facts you are unaware of .... Joe's Jeans sells about 60,000 to 80,000 pairs of Jeans each month while an average of 20,000,000 million pairs of Jeans are sold worldwide each month. Levis alone sells over 4,000,000 pairs of Jeans each month. Now why would a 10 year old brand sell only 60,000 to 80,000 pairs each month? Because they are NICHE products meant to appeal only a certain set or type of customer. An FYI ... True Religion, 7's etc, are all niche products.
Another interesting face about Joes Jeans ... If you have an ounce of fat on your body it will hang over the Jeans ... ask PNP she'll vouch for it!